Re: Copywriting Resource

From: Randall Rensch <randy_at_rensch.com>
Date: Thu 10 Feb 2005 07:41:20 -0600

> looking for a self-help copywriting resource,
> with many realistic examples.

As one of the articles on your site says, "People cannot learn something not
being properly taught." Both authors in the book package you mentioned are
highly respected guides. You didn't mention SEO in your question, so I'm
guessing you're looking mainly at Karon Thackston's Step-By-Step Copywriting
Course.

I'm not familiar with that book, but at www.copywritingcourse.com she
describes it more as about written salesmanship, rather than about writing
itself.

So I'll add, "Proper teaching begins at the beginning." Judging by two
articles on your site now, you should first work on fundamentals. It's not
that your writing is wrong, or even bad. Clearly, effort went into making
each sentence complete, technically correct and grammatically accurate. But
the style is one only an attorney could love.

As for realistic examples, a blue-penciled version of the "A Man's
Appearance Does Matter" article could provide all the instructive examples
you'd need. ("The Elements of Style" will enable you to identify almost all
of them.) This not being the place for that, let me just suggest some
overall pointers.

1. You'll make your text more readable by making your sentences shorter, and
your column narrower (or allowing users to change width). More importantly,
shorter sentences will incline you to develop each thought more completely,
discourage awkward antecedents, and keep you from linking thoughts that
don't belong together. (Bad example: "What_s more, with most individuals,
the exterior is not an inaccurate reflection of the interior; and it
continually influences (and, typically, reinforces) the opinions of people
who already know each other.")

2. Begin at precisely the right point. Don't bore your reader by
establishing what he already knows, but don't assume he already knows what
your topic is, either. The opening of "A Man's Appearance..." has the latter
problem. It's not clear until the fourth paragraph that the first three
statements are survey findings, and by then we're lost. I'd revise the
opening, but just using quotes, bullets, or italics would at least indicate
that these statements are not your voice.

3. Read your final text aloud to a trusted friend (or vice versa). Choose
someone who'll tell you the truth but doesn't know your subject well (and I
suggest you not choose a lawyer). Note when their brow furrows. Ask them to
tell you if they lost interest, or don't understand something. If they
stumble out loud, and it's not simply a tongue-twister, that's a readability
warning. Here's an example, in the title of another article: "Trust Only the
Experts with Your Life". The title is perfectly readable now that I've seen
it several times, but it was confusing at first. Consider instead: "Trust
Your Life Only to Experts" . That's shorter, but more important, it doesn't
split up words that should be together. Then see if you can do even better.

I was pleased to find the "read it to a friend" advice coincidentally echoed
in Ken Evoy's primer "Make Your Content PREsell." (
http://mycps.sitesell.com/software.html ) It doesn't replace Elements of
Style, and is a little promotional, but there are many pages and fundamental
recommendations that would benefit your site overall, and many examples, for
a mere $10.

Once you've got a handle on making your content more readable, your
distinctive voice starts to come naturally. Then you can work on
salesmanship and organic SEO, for which Step-By-Step is no doubt excellent.

Before long, you'll be presenting yourself as well as possible.

Randy Rensch

Randall Rensch, marketing communication concepts and copywriting
"Common Sense, Uncommonly Presented"
randall_at_rensch.com www.rensch.com + 1 718-577-0005






Received on Thu Feb 10 2005 - 07:41:20 CST