“Don’t use no double negatives.”
Yeah, that’s right. What better way to remember good writing advice, than to see the mistake in action?
A few more for you…
- Proofread carefully to see if you any words out.
- Never, ever use repetitive redundancies.
- Don’t overuse exclamation marks!!!
- Check to see if you any words out.
- About repetition, the repetition of a word might be real effective repetition – take, for instance the repetition of Abraham Lincoln.
- It behooves us all to avoid archaic expressions.
- In my opinion, I think that an author when he is writing should definitely not get into the habit of making use of too many unnecessary words that he does not really need in order to put his message across.
- To ignorantly split an infinitive is a practice to religiously avoid.
- Last but not least, avoid cliches like the plague; seek viable alternatives.
I wish I could take credit for these beauties, but the longer, original lists have been published over at this site.
Some are self-evident. Others make you think. All of them will improve your writing.
Go take a look, and enjoy.
How long can you listen to someone talk about himself before you get bored?
Sure, you’ll be polite and continue listening, but at some point you’ll start to think “Gosh, this person is taking up a lot of air time!” (Excepting, of course, the occasion when that’s the point; an autobiography, reading from a memoir, or explaining some personal triumph.)
The same is true when a company writes about itself, except that the potential consequences are more severe. Online readers’ primary question is almost always ‘What’s in it for me?’
How well do these two sentences present their answer?
“Acme Company is a research and consulting firm that helps companies measure, manage and market their social and environmental performance. Our research can help you identify the relevant channels and relationships you need to start or grow your market.”
Oi.
Aside from being ‘acme-centric’ this copy is dull and dreary.
First, let’s invigorate the message with some color.
Second, let’s re-arrange the promise to answer the reader’s basic question as quickly as possible. Once we’ve hooked ‘em, we can go into why we can satisfy our promise.
“Do your clients know how socially and environmentally responsible your company is?
To tell them you’ve got to measure, manage and market your performance.
Spur growth through the right channels and relationships with research-based consultation.
Get started now with Acme Company.”
Notice we’re using plain language. The technical credentials can wait until after site visitors are interested.
Also, there’s no mention of Acme until the very end. We want to focus the reader’s attention on his top priority; his company.
Last, the final sentence provides a direct call to action; very important on website copy.
Short, sweet, and reader-centered.
What do *you* think?
Share in the comment space below. Please.
