Traitor: Ten Quick Fixes For Writing Better Everything
In this guest post, OgilvyOne creative director Rob Morrison (pictured below) offers his top ten tips to turn your written words – be they tweet, email or brief – into poetic magic.
Have you ever found yourself having to re-read something because you’re not quite sure what the point was? Maybe it’s an internal staff memo. Or a web page you’ve been using for research. Or, heaven forbid, a tweet from the leader of the free world.
Copy is everywhere. It’s just a shame so much of it is like wading through treacle.
So how do you write what readers want to read? As someone who’s strung sentences together for a living for over 20 years I’ve got my own list of tips and tricks. Here’s my favourite ten.
- Use ‘You’ not ‘We’
This immediately stops copy from sounding ‘chest-beaty’. One of my copywriting heroes, Hershell Gordon-Lewis, claims you never need to use the word ‘We’. I don’t go that far but whenever possible you should twist benefits back to be more about the reader.
- Get your reader nodding
Say something your reader could never disagree with. ‘Seems like you never have enough hours in your day.’ Or ‘Doing more with less is the new mantra for business.’ Or, if you’ve got an existing relationship with them, remind them of that. Get them reading in your first few sentences and you might just keep them reading until the end.
- Don’t be afraid to tell a story
As the infamous Howard Luck Gossage used to say ‘People read what interests them and sometimes it’s advertising’. If you can engage your reader in a story it’s very powerful. Case studies. Anecdotes. Examples. Even hypotheticals your reader can relate to can make something which was dry seem interesting.
- Don’t slow your reader down with ‘there is’, ‘there are’ or ‘that’
The word ‘that’ is almost never needed. When you delete it from a sentence you’ll seldom notice it’s gone. Don’t believe me? Watch this.
– ‘The CEO confirmed that he was told that the contract was under threat.’
– ‘The CEO confirmed he was told the contract was under threat.’
Magically the sentence is 15 per cent shorter. And shorter is always better.
- Link your sentences and paragraphs.
This is why professional copywriters use phrases like ‘Which is why’ ‘Importantly’ ‘Plus’ and ‘Best of all’. It means your copy will flow from top to bottom – making it like a wiggly line down the page. So when you’ve got someone reading they’re more likely to keep reading.
- When you make a claim, prove it.
If you say your product is the best, fastest, most successful then have some independent stats, some analysis figures, something to prove it. If you say your meeting will be ‘the best 30mins you’ll spend this year’ tell your reader why. Without proof it’s easy to assume you’re exaggerating. Which makes whatever you’ve written easy to dismiss.
- Mix up your paragraph lengths.
This is particularly if you have a lot to convey – in an email or on a webpage or in a white paper. Changing your paragraph length means if your reader gets distracted and looks away they can easily find their place again.
- Replace verbose words with simple words
What does that mean? Try using:
– ‘know’ instead of ‘understand’
– ‘swap’ instead of ‘exchange’
– ‘use’ instead of ‘utilise’
– ‘or’ instead of ‘alternatively’.
Simpler is always easier to read.
- Edit, edit, edit!
If you can make your copy shorter, without losing meaning or tone, do. (See how short that was).
- Finally, read it out loud.
To write in a conversational tone means it should sound good in conversation. And the best way to judge that is to read it like it’s in conversation. Just make sure you avoid the confused faces of workmates who think you’ve started talking to yourself.
That’s it.
Pretty simple right? But you’d be amazed at how often I read communication that misses these simple rules. Oh, and just for the record, I’m probably going to be thrown out of the copywriters union for having done this.
(Actually, who am I kidding? Do you think we’d have a union and still be working these hours? Sheesh.)
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.