three top tips for crafting content that converts
TRANSCRIPT
3 Top Tips
for
Crafting
Content
that
Converts
Fo l l o w t h e s e s i m p l e
r u l e s t o t r a n s f o r m
y o u r c o p y
1. Write
Simply…
Don’t confuse simple with
stupid.
The best way to
communicate your
content—however
complex—is in a direct and
simple manner.
How To Write Simply…
Before: We absolutely guarantee you’ll love our product
After: We guarantee you’ll love our product(Absolutely is a redundant word, the guarantee itself is absolute)
1.Cut The FatS e n t e n c e s c a n b e f u l l o f r e d u n d a n t w o r d s o r p h r a s e s .
More examples of
redundant words.
Before: In ten years’ time, your investment will double in value
After: In ten years, your investment will double in value
(A common error, no need to add the word time)
Before: Our products are very unique
After: Our products are unique
(Very unique doesn’t make sense, it is unique, or it is not. There are
no scales.)
Before: Always remember
After: Remember (The word always is a redundant word)
How To Write Simply…
An expletive is described as
a word with no meaning.
Examples include words like
it, here and there, followed
by verbs are, is and was.
2.Get Rid of ExpletivesN o , I d o n ’ t m e a n s w e a r w o r d s !
Swearing is fine (in
some circumstances!)
but expletives are not!
Examples of Expletives.
Before: There is nothing better than chocolate.
After: Nothing is better than chocolate.
Before: There are some people who think that writing is easy!
After: Some people think writing is easy!
Before: It is dangerous to drink so much
After: Drinking so much is dangerous
1. Write for
your
audienceT h e n b a c k i t u p
ov e r h e r e .
2. Get Rid of
Passive Voice
Passive voice is where the noun that
would usually be the object of an
active sentence, is the subject of a
passive sentence.
For example:
The letter was posted by me –
passiveI posted the letter – active
A c t i v e s e n t e n c e s a r e
s h o r t e r a n d s n a p p i e r !
Examples of Passive vs.
Active Voice
The training programme must be attended by all staff. – Passive
All staff must attend the training programme. – Active
The grand opening was attended by over 10,000 guests. – Passive
Over 10,000 guests attended the grand opening. – Active
Our business is recommended by 98% of customers – Passive
98% of customers recommend our business – Active
Identifying Active Voice
Thanks to Twitter user, Rebecca
Johnson, there's now a simple and easy
rule for identifying passive voice.
If you can add the words ‘by zombies’
after the verb, then you’ve got passive
voice!
The grand opening was
attended by zombies
The heater must not be left
on by zombies
Our business is
recommended by zombies!
3. Sentence Rhythm
Wrong. The rhythm
and pacing of your
sentences plays a
key part in
connecting with
your audience.
Rhythm is for
musicians and
poets, dancers and
authors – all those
lovely creative
types, right?
Long sen tences can s ta r t o f f so f t and
smooth , bu i ld ing gen t ly and s low ly, end ing
wi th a beaut i fu l conc lus ion .
Shor t sen tences snap. They rega in your
focus . They say, pay a t ten t ion .
“- Ly n d s a y C a m b r i d g e
N o o n e f a m o u s . J u s t m e .
The Best Way to Create Sentence
rhythm? Vary Your Sentence Length!
Before you go…
Click here to learn more stuff!
I’d love to hear your thoughts…
@LyndzCambridge
W: www.copy-queen.com