The Tribe Discovers the Three Secrets of Effective Copywriting
“I’m with you so far,” Marka said.
“Glad we’re agreed,” Cecil replied pleasantly. “Now, on to the second.”
Cecil’s Second Secret for Effective Copywriting: Write Copy that’s Dripping with Useful Information
“Olympus has become an ‘O-world.’ Information is everywhere—there’s too much of it!” Cecil exclaimed. “‘O-Google,’ ‘O-Pedia’ and other popular O-sites offer a grape-load of information, not all correct. People still need help navigating down the right seaway. If our communications help reduce informational chaos, we will get closer to winning valuable top of mind positioning.”
“Hard to find an issue with that one,” Marka said with a shrug.
“Moving on!” Cecil exclaimed.
Cecil’s Third Secret for Effective Copywriting: Write Like an Eighth Grader
“Really?” Marka asked, a little skeptical.
“The average Olympian reads at an eighth grade level,” Cecil answered. “We must only use words that most people know. Desist from using obscure, onerous ones. Pedantic word choices frustrate readers and metamorphose your message into one that is unintelligible.
“Use lots of short words and short sentences,” Cecil continued. “On average, our sentences should have 12 words or fewer. While nothing’s grammatically wrong with longer ones, readers can lose interest. So. Don’t. Do. It.
“Write in the second person active tense. You shouldn’t be afraid to use ‘you’ in your writing. After all, when you’re the one doing the reading, don’t you want to know what’s in it for you?”
“You betcha.” Marka agreed.
“Yep,” Cecil said. “Implement these copywriting tips and we’ll end up with promotional materials that convey the essence of FEI’s brand in a succinct and interesting way.”
Marka looked back at the crummy old FEI pamphlet. “You know, this piece suffers from lackluster design as well as unimaginative copywriting.”
“Lackluster design, huh?” Cecil asked with a smile. “Did I happen to mention I have TWO specialties?”