Jargon in this case means terminology that is particular to your industry. So jargon is any kind of language that might not be understood by your reader.
But, to be honest, when I think of jargon I’m really thinking of something much worse: management speak. Things like:
going forward
deliverables
paradigm
eventualities
synergies
incentivise.
These are awful, evil words that you should only [...]
I was recently asked to contribute an article to Bizezia’s Better Business Focus magazine. I decided to adapt an earlier blog post - but ended up changing it beyond all recognition. So here’s my latest thoughts on why you might need my help:
Who Needs Copywriters? - A Quick Look at the Benefits Copywriters [...]
Editing is a crucial part of the writing process. But editing does not just mean removing words, or attempting to make a piece of writing shorter. You should look to remove unnecessary words. The part of editing that requires the most thought is deciding exactly what is necessary and what isn’t.
When writing, always keep in [...]
Autobiographies are fine for the famous, but for everyone else it’s probably best to cut yourself out of your copy. So if your copy begins anything remotely like:
“We at Jazzclapper Bargain Drains are the best drain supplier in the world. We offer three hundred kinds of cast-iron drain and we are renowned world-wide [...]
Your copy might be correct, but is it boring?
It’s easy to get obsessed with marketing principles when writing copy - there are lots of rules to follow, and all kinds of advice to cloud your thinking. So it’s easy to forget that you also need to be interesting.
It’s worth re-reading your copy to make sure [...]
I’m going to be posting a series of copywriting tips that should help anyone who writes copy. These are simple tips that aim to make your copy more readable, more persuasive and more effective at selling. I’ll publish one a week, so check back regularly for more free advice in the coming weeks, or plug [...]
Highlight your differences. Why are you better, faster, cheaper or stronger than your competitors?
Work out your Unique Selling Proposition (USP) and then advertise it. Tell your customers why you’re better than the other guy.
A freelance copywriter can help identify the thing that makes your business special. Sometimes a fresh pair of eyes will see something [...]
Just write.
Write emails, blog posts, articles or letters. Everything you write makes you better at writing.
This isn’t Earth-shattering advice, but it’s important enough that I made it my #1 writing tip.
Show me a bad writer and I’ll show you someone who doesn’t write much. It’s as simple as that.
Copywriters are lucky in that they get [...]
Writers don’t have to read every classic. You can read anything, but you must read something.
If you don’t read you will never understand how writing works, or how it can fail.
Be adventurous with your reading. Avoid re-reading the same few books.
Reading a variety of styles and sources will strengthen your writing, improve your vocabulary and [...]
Is your copy full of “we”?
If you find lots of “we”, “us” or “our” in your copy, it’s a sure sign that it’s self-centred, and not focussed on your customer.
You should have copy littered with “you” and “yours”. These words generally indicate that your copy is aimed in the right direction (your customer’s!).
Click here for [...]