One of the disadvantages of being a copywriter is having to wade through so much material to produce a piece of writing that means something and which people will want to read. I’m doing some research at the moment and whatever I read seems to take far too long to get to the point. It’s not as if I’m reading a novel where the scene has to be set or a play where the atmosphere has to be created: this is business.
There is a temptation, especially when an argument is a bit shaky and there is not sufficient evidence to back a point, to write more words in the hope that repeating it will convince the reader. It’s a bit like repeatedly shouting the same words at someone who does not speak your language in the futile hope that repetition and volume will force them to understand.
For busy people who are looking for information fast, clear and simple is best.
Of course, this can be complicated by the needs of internet search engine optimisation which can require keywords to be included in online content for the sake of technology, not the reader. There are also techniques to increase recognition of a brand or an argument through using repetition.
Such writing techniques require balance. Text written purely in keywords will sound like someone who’s swallowed a product catalogue, while aimless repetition of a point will sound like the cries of a market trader. Crude use of these techniques will turn readers away as the text won’t sound natural.
However clever a writer wants to be, if there are too many unnecessary words, the reader will tire and stop reading.
After yesterday’s blog, what have you done to progress your marketing and communications today?
z2zine tomorrow: public sector dehumanising language
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