AI Search Blog
How to Write for Fidgety Skeptics
The title of today’s writing lesson is inspired by the book 10% Happier, which I’ve been listening to lately on audiobook.
Dan Harris (the author) talks about being a fidgety skeptic in regard to meditation...and that got me thinking:
That’s how I feel about a lot of sales-oriented writing.
Fidgety. Skeptical. It just doesn't work for me.
The title of today’s writing lesson is inspired by the book 10% Happier, which I’ve been listening to lately on audiobook.
Dan Harris (the author) talks about being a fidgety skeptic in regard to meditation...and that got me thinking:
That’s how I feel about a lot of sales-oriented writing. Fidgety. Skeptical. It just doesn't work for me.
I know, I know: Sales writing is traditionally long-form because it has a lot of work to do.
But can I be honest with you?
Especially online, if you’re selling to me--you’d better do it fast.
I want to understand your core idea as quickly as possible and then move on to the next thing. I don’t want to invest 15 minutes into a never-ending scroll of words.
I can’t be the only person that feels this way, either. Some of your customers/readers/subscribers are in that very same boat.
So how do you write for the fidgety skeptics? How do you convert that tricky demographic without words on words? Here are a few tips.
Use videos
For me, one of the biggest assets isn’t even a writing tactic, per se. It’s a visual resource: An explainer video.
These videos (1-3 minutes max) are one of the fastest ways to communicate your complex value proposition in a simple, visually appealing format.
In fact, some data shows that videos combining audio, visuals, and text can be understood as much as 60,000 times faster than standalone text. Plus, it’s a chance for you to show your product or service in action.
They’re pretty versatile pieces of content, too: Aside from the landing page enivronment, you can also include them in emails, use them in presentations, and share them on social media. You can get lots of mileage out of them.
Spotify has an excellent example that shows you what I’m talking about.
Leverage bullet points
Bullet points are your friends. The reason: Speed readers aren’t big fans of long sentences for big blocks of text.
Think of them as literal obstacles on the path to conversion. You’re scanning along and then you crash into a big chunk of words. Full stop. Game over.
Bulleted lists help break up these word walls. They can turn important words and data points into easily consumable pieces of information. You may notice that I use them regularly in this very newsletter (for that purpose).
They’re also good for:
Highlighting individual deliverables
Spotlighting statistics
Showcasing results
Accenting accolades
See this in the wild: Appcues does a nice job of incorporating bullet point lists into their landing pages.
Tie in the *right* words
I’ve written in detail about how you can do some reverse engineering to find the exact language your customers need to hear in the sales environment, but here’s a quick recap:
Go to the spaces where your target audience spends time and study the language they use
Drop the jargon and acronyms that can alienate would-be buyers
Add authenticity via storytelling and experience-sharing
There are a unique set of words and phrases that your niche audience uses to talk about the problem and pain points your offering can solve. The trick is figuring out what they are (and then mirroring them back).
When I see sales copy that triggers the internal dialogue I’ve had around a problem, it instantly becomes more interesting and relevant to me. It grabs my attention and makes me feel like the brand "gets" me.
Based on my own experience, I know that these tips can help you break through with your more dubious audience members.
Dubious. That's a fun word.
Showcase praise from key people
Last, but not least: Tie in praise from respected figures in your niche (when you can).
I always look for testimonials from respected people when someone's trying to sell me something. If I see that someone I know and trust is behind a product or service, it's almost like instant validation.
Think about the go-to people your audience looks to for validation, advice, recommendations, etc.
Example from my very own website:
Can you bring them in? Getting that person(s) stamp of approval can go a long way at convincing the skeptics.
The bottom line: Attention spans are shorter than ever. You need to write accordingly.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
10 Things That Help Me Write
Today’s not so much a writing how-to in the traditional sense; it’s more of a how-I-do.
Cue the Montell Jordan!
Ahem, sorry about that.
Anyway: I wanted to share a few of my favorite things that help me write in hopes that maybe they’ll help you, too. Even if you’re not a writer, some of these items could make a nice addition to your workspace.
Today’s not so much a writing how-to in the traditional sense; it’s more of a how-I-do.
Cue the Montell Jordan!
Ahem, sorry about that.
Anyway: I wanted to share a few of my favorite things that help me write in hopes that maybe they’ll help you, too. Even if you’re not a writer, some of these items could make a nice addition to your workspace.
If you’re not interested in the commentary and just want the shortlist, I’ve linked everything for you right here:
These sweatpants and socks
Coffee + snacks (see below for full list of my favorites)
If you are interested in a bit more background detail on each, I’ve broken this part down into three sections: Equipment, environment, and creature comforts.
Part One: Equipment & Supplies
Okay, first up is equipment and supplies. This is the office-related stuff in my workspace that’s helped me get to a highly productive place and minimized my griping and groaning about what is largely sedentary work.
1. A really nice chair
About eight months into freelancing, my back started hurting...a lot. It kept me up at night, and no matter how devoted I was to yoga or getting up and walking around throughout the day, it remained a major problem. I was spending six to eight hours a day sitting in front of my computer (I can’t stand and write--it’s a focus thing, I guess) in a cheap chair without arms that cost about $30. No bueno.
After a while, I finally decided to invest in a nice chair: The Herman Miller Aeron. At the time, it was painful to spend that much money on *a chair*, but it has been hands down one of the most important purchases I’ve ever made for this business. I love it!
2. A large desktop monitor
Thrifty ol’ me tried working on a laptop when I started freelance writing, but the screen was too small to do the split-screen work I needed while researching and writing, and I was always hunched over at my desk (See also: back pain.)
I upgraded to the 27 inch iMac in 2014, and it’s been a major improvement workflow-wise for me. I wasn’t even an *Apple person* before that moment: I’d never owned a Mac of any kind. But now, I have a hard time getting deep work done pretty much anywhere else. If I’m working on a long-form piece of writing, 99% of the time, it happens on the big screen. (I use this wireless mouse and keyboard with it, btw.)
3. Convertible desk stand
You probably read this and thought, “OMG, your back hurt...we get it already!” But seriously. It’s a real problem for a lot of people who sit all day and stare at a computer. I use this convertible desk stand now to get on my feet in the afternoon when I’m finishing up my day with lightweight tasks like email, checking the socialz, scheduling content, etc.
4. Steno pads
I have to write down notes and ideas when I’m writing--on paper. It’s just part of the process. I prefer Steno pads because they’re small and easy to flip through when I need to find something a few pages back. Plus, they don’t take up too much room on my desk.
Writing pads/notebooks are an interesting point of discussion for writers: Ask around and you’ll find that most swear by a very specific type. For example, my friend and fellow writer Emma swears by legal pads.
...okay, okay enough about writing pads...moving on.
5. A big desk
A few years ago, Brandon and I went to IKEA and bought this large desk. It’s about 3x4, so there’s a lot of workspace, which is nice. The only downside is that this desk takes up a fair amount of room within the office. Eventually, I may size down a bit.
5. Whiteboard
My steno pad is for writing notes, but the whiteboard is for project to-do items (like finish draft 2 of X project) and business to-do items (like who to invoice for the month). I am fairly forgetful, so a daily/monthly list of action items here keeps me sane and on track.
Psst...I just opened a new purple marker and am very excited about ittttt!
Part Two: Environment
Next up: Environment. These are a few things that help create the right ~ambiance~ within my writing workspace so I can really settle in, get comfortable, and knock out my to-do list.
6. Mini space heater
In Illinois, it gets really cold between November-April. I hate being cold. It’s hard for me to concentrate when I’m shivering and resentful. We bought this mini space heater a few years ago, and it’s been a lifesaver for my always-cold feet. Plus, Brooks (my doggie coworker) loves laying in front of it. Win-win.
7. Desk lamp
Guess what: It also gets pretty gray and gloomy during those cold months. Isn’t the Midwest a dream!? Jkjk, it’s not that bad. But seeing as I don’t want my home office to feel like a cave, a good lamp has been helpful--especially when it starts getting dark around 4:00 in the afternoon. I like this one because it can change color tone and intensity based on the activity you're doing and the time of day.
8. Candles/Diffused oils
I was late to the party learning about hygge...but now I am all about it. Good smells and cozy feels help get me in the zone with writing, and it generally makes the office a more enjoyable place to spend time. I’ve been loving this candle lately and occasionally diffusing this essential oil (but not at the same time--that'd be gross.)
Part Three: Creature Comforts
Creature comforts, to me, are all about maximum comfort within my routine. When I can wear the same outfit/eat the same snacks/drink the same drinks throughout the day, it’s one less decision I have to make--and that gives me more mental space for writing and thinking.
9. My freelance “uniform”
Most days when I don’t have calls or meetings, I wear pretty much the same thing: A tri-blend t-shirt, sweatpants, wool socks, and maybe a sweatshirt. It the comfiest thing--and it helps me focus on the work I need to do (rather than “Oh, nice, my high-waisted jeans are literally trying to cut me in half.”)
Some people are all, “Wear shoes, it helps you think!” or, “Get dressed for the day when you get up: It’ll make you more productive.”
Nah, guys. For me, it’s all pajamas, all the time.
10. Brain fuel
When it comes to writing brain fuel, like most writers, I drink a lot of coffee each day--but I try to balance that out with a lot of water, too. I got this espresso maker recently and <3 making my own lattes at home.
A few of my most favorite snacks to munch on while I write:
Schar crackers and cheese
And that's about it! Or, this is all I could think of right now.
It's the good stuff, though, I promise.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
How punctuation influences your writing
When we talk about writing, we often think only about words.
But the more I write, the more I realize that punctuation…it’s huge.
It determines how your words are read, understood, and interpreted.
I’m not talking about proper grammar, either. I don’t care so much about that.
This is a conversation about how punctuation influences the style and voice of your writing. Let me illustrate with an example:
When we talk about writing, we often think only about words.
But the more I write, the more I realize that punctuation…it’s huge.
It determines how your words are read, understood, and interpreted.
I’m not talking about proper grammar, either. I don’t care so much about that. This is a conversation about how punctuation influences the style and voice of your writing.
How punctuation influences your writing
Let me illustrate with an example:
Our beanbag chair is the comfiest chair you will ever sit in, hands down. You’ll never want to sit in anything else ever again. We guarantee you’ll be satisfied or you’ll get your money back, guaranteed. That’s our promise to you.
Boring, right? Let’s try that again with some different punctuation and finesse.
Looking for the comfiest chair EVER?
Of course you are. Who isn’t?
We’ve found it for you. And—spoiler alert—it’s actually a beanbag. Crazy, right?
If you don’t believe us, the good news is: You can try one first.
Then, if you’re not 100% happy—just return it and we’ll give you back every cent you paid.
The voice is completely different in versions one and two. And it not only sounds different—the punctuation variation makes them feel different, too.
This is what punctuation does to our writing. It has a major impact on style, perception, and voice—and it has nothing to do with words.
Here are a few quick lessons on punctuation that you can keep in mind the next time you sit down to write.
Quick Lesson on Punctuation
Question marks make your writing more relatable. By posing questions (rhetorical and otherwise) you can empathize with your audience.
Commas slow things down. If you need readers to pause, um, use a comma (or two.)
Exclamation points are phony. Use sparingly. They often (totally!) make you sound fake.
Periods break things up. If you want to communicate quick, simple thoughts, break down sentences and add more periods.
Em dashes pause an existing thought. If you need to add something extra or stop the reader for a moment—throw in an em dash. (Shoutout to Lianna Patch for pointing out this em dash shortcut in Google Docs.)
Parentheses add an afterthought. Think of them as your aside with the audience.
In summary: Punctuation matters. Don’t forget to think about how it influences your writing voice.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
P.S. Two features I'm excited about this week: This one I wrote for the JENNIFER blog on working in the tech industry, and this interview with Canva on my website/teaching what I know.
Write when you have something to share
I’ve been thinking a lot lately about quality vs. quantity when it comes to writing.
The reason: I did some math recently.
If I’ve been averaging 3,600 words per week for almost four years now, that means I’ve written more than 691,000 words.
Um…that’s a lot of words. It’s kind of hard to wrap my mind around.
I’ve been thinking a lot lately about quality vs. quantity when it comes to writing.
The reason: I did some math recently.
If I’ve been averaging 3,600 words per week for almost four years now, that means I’ve written more than 691,000 words.
Um…that’s a lot of words. It’s kind of hard to wrap my mind around.
What I found a bit discouraging about this, though, was that only a portion of those words were ones I feel like truly made a difference. That I can look back on and point to as something I created that I’m proud of.
See, I’ve written hundreds of helpful blog posts and endless how-to's for my clients—which serve their purposes well, and it’s what they hire me to do—but not all of those posts have aged well.
(The good news for you: The topics I write about for here fall into the category “WRITING I’M PROUD OF.” You’re getting the good stuff, guys. In fact, some of my favorites are here, here, and here.)
But back to the topic.
This line of thinking brings up important questions for anyone who writes:
Is what you’re writing going to make a positive impact in some way?
Will you be proud of what you wrote six months from now?
Does your writing help other people?
Thinking about writing: Good vs. Great
Pretty much anyone can write and share their words online. Millions of blog posts are published every day—but that doesn’t mean all posts are created equal.
It wasn’t until I was hired to write a post for a new client this month that I realized how different some of my writing looks and feels when it has different purposes. (That published piece is right here, by the way.)
This new client’s blog is positioned to take an entirely different approach than most other brands I’ve worked with: What they produce has…more of a soul to it.
It’s 100% story-based. They don’t churn out oodles of blog posts each month. Each topic is thoughtful and speaks to a topic that their target audience can relate with on a very personal level. No quick hacks, no 10X growth strategies.
So when I sat down to write for them, I was excited. The words flowed right out of me onto the screen. I was able to tell a personal story of my own, and it felt good to be writing about something I learned first-hand that I knew could truly help the reader.
It was different. Good different.
Should you ditch your current writing strategy?
Am I saying there’s no value in those very action-oriented, marketing-focused posts?
No, not at all. There’s still a place for those, for sure. Those types of posts are great for SEO, they educate readers—they accomplish a lot of different important business goals.
But it does mean that a different type of writing needs to be worked into the mix.
I saw this tweet from Basecamp founder Jason Fried, and it put the thought I’ve been mulling over into words:
“We’re asked: What’s your content strategy? Answer: Not calling it content. Not thinking of it as content. We write when we have something to share.”
Now, think about that. Who looks forward to reading “content”?
NO ONE.
Content is a marketing term. It’s aimed at driving business objectives, not resonating with readers.
And this is the #1 lesson we all need to remember right now.
Writing isn’t just a marketing tactic.
Most interesting writing has soul. It has a person behind it. It connects with the reader on a deeper level.
At least some of your writing should be about:
Telling a personal story.
Being candid about both the good and bad we all deal with in our daily work.
Sharing experiences and offering up lessons learned in an authentic, genuine way.
Need an example? Josh Pigford, Founder of Baremetrics, did a nice job of this in his post “Everybody’s winging it.”
It's honest. It's human. It made me pay attention.
So what's the takeaway here?
Write things you can look back at in the future and be proud of. Be more open to sharing both the good and the bad. Tell more real-life stories.
Your audience wants that.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
How to Improve Boring Writing
Ever feel like what you’re writing is just kind of...bland?
Writing ruts happen to the best of us.
- Maybe it’s because you’ve been writing about the same topic for so long.
- Maybe you’ve become immersed in your niche, and you’ve lost external perspective.
- Maybe you’re just real tired and need a lil’ nappy.
Ever feel like what you’re writing is just kind of...bland?
Writing ruts happen to the best of us.
Maybe it’s because you’ve been writing about the same topic for so long.
Maybe you’ve become immersed in your niche, and you’ve lost external perspective.
Maybe you’re just real tired and need a lil’ nappy.
Whatever the reason, I get it. Been there.
This used to happen to me quite a bit in the PR job I had working for a hunger-relief organization.
Because it was my full-time gig, I was writing a lot of the same messaging over and over, and as time passed, I found it increasingly difficult to write something fresh and interesting with a clear, energetic voice.
It kept coming out as...blah. Uninspired. Boring. The same.
But guess what? There are some easy fixes for this situation.
Here’s what I’d recommend trying when you feel like your writing is making people tune out or fall asleep.
Be more specific
Many times, bland writing is a product of simply being too general, high-level, or unspecific. You might need to get rid of any abstract platitudes and make your words more concrete and relatable.
For example, instead of writing:
“We’re working hard to make a difference and improve the lives of families in Illinois.”
You could write:
“Every day, we’re sending out trucks loaded with fresh fruit and vegetables all over the state to feed hungry children, adults, and seniors living in rural parts of Illinois.”
See how being more specific creates a much stronger mental image?
When you can add specificity to your writing, it makes the words more visual, emotional, and powerful. It makes your readers pay attention and connect with what you’re telling them.
Harness someone else’s voice
Your audience is probably pretty familiar with your voice, so it may also be a good idea to let someone else do the talking in your writing to mix things up a bit.
You can harness someone else’s voice by incorporating stories (sometimes in the form of quotes) from other relevant parties. When another voice gets some of the spotlight, your writing becomes less MEMEME and more inclusive and interesting for the reader.
Let’s use the original example again. Instead of sharing stats and facts from the internal organization on the hunger-relief work being done, you could tie in some stories and quotes from people benefitting from that work.
For example, you might use a quote from a food recipient on how the organization’s work is impacting his or her life. Adding in the extra voice adds meaningful context to the work being done, and it builds a much more compelling narrative than mere numbers and reporting.
Grab an outsider
If you’re still struggling (or the previous two suggestions didn’t really apply), my last tip is to grab someone who knows nothing about what you’re writing about and have them read what you’ve written so far.
A reader with fresh eyes and a blank slate on the topic can spot things you’d never even notice. They can suggest ways to make the writing more clear and understandable--and they can likely point out what’s missing from the big picture story.
Having someone with external perspective make suggestions can help you transform a snooze-worthy article into a share-worthy story. Ask for honest feedback, and then put it to good use.
Boring writing isn’t effective, plain and simple. When you feel yourself slipping into the rut, remember these tips and pull yourself back out.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
8 Must-Read Books That Will Improve Your Writing Skills
This week, I wanna talk about books on writing.
The business world needs better writers, as indicated by studies that show writing training is a billion-dollar industry and research that shows writing is a skill desired by 73% of hiring managers.
This week, I want to talk about books on writing.
The business world needs better writers, as indicated by studies that show writing training is a billion-dollar industry and research that shows writing is a skill desired by 73% of hiring managers.
And sometimes, rather than taking a course, it's reading a book that can truly improve your skills.
Let's look at eight of my favorite books on writing that will expand your horizons and teach you to become a better writer.
Each of the eight titles below have lessons and actionable tips for anyone who needs help in the business writing department.
1. Writing That Works: How to Communicate Effectively in Business by Kenneth Roman
Amazon summary: "Writing That Works will help you say what you want to say, with less difficulty and more confidence. Now in its third edition, this completely updated classic has been expanded to included all new advice on e-mail and the e-writing world, plus a fresh point of view on political correctness."
This is a great introductory read for anyone who wants a broad overview on business writing, as well as a refresher course on effective communications.
2. Words that Sell by Richard Bayan
Amazon summary: "Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person."
If you do writing aimed at driving sales, this book is essential. It's a wealth of information on persuasion and sales-oriented business writing.
3. HBR Guide to Better Business Writing by Bryan A. Garner
Amazon summary: "When you're fumbling for words and pressed for time, you might be tempted to dismiss good business writing as a luxury. But it's a skill you must cultivate to succeed: You'll lose time, money, and influence if your e-mails, proposals, and other important documents fail to win people over. Read this guide to improve your skills."
Consider this your business writing Bible. Use this book as a go-to resource for effective writing at work.
4. Business Writing for Dummies by Natalie Canavor
Amazon summary: "Whether you're crafting a short and sweet email or bidding for a crucial project, Business Writing For Dummies is the only guide you need. Inside you'll find: The basic principles of how to write well How to avoid the common pitfalls that immediately turn a reader off."
Feel like your writing skills are less than desirable? Start here. You'll learn how to take a new approach to business writing from the ground up.
5. Business Writing: What Works, What Won't by Wilma Davidson
Amazon summary: "A thorough, accessible, and results-oriented guidebook intended for today's business environment, Business Writing: What Works, What Won't offers the first and last word on writing memos, business letters, reports, and all other kinds of business documents."
This is a fantastic tool to call on any time you're working on written communications at work. I particularly like the results-driven approach here.
6. Business Writing Today: A Practical Guide by Natalie Canavor
Amazon summary: " In this accessible and reader-friendly book, Natalie Canavor shares a step-by-step framework to help you write strategically, win opportunities, and perform better on the job. You'll know what to say and how to say it in any medium from email to blog, cover letter, proposal, resume, report, website, tweet, news release, and more."
Knowing how to position your business writing is a key element in successful communication. This read will walk you through how to take the right angle with your writing.
7. The Elements of Style by William Strunk and E.B. White
Amazon summary: "This is The Elements of Style, the classic style manual, now in a fourth edition. A new Foreword by Roger Angell reminds readers that the advice of Strunk & White is as valuable today as when it was first offered. This book's unique tone, wit and charm have conveyed the principles of English style to millions of readers. Use the fourth edition of "the little book" to make a big impact with writing."
A classic. No matter what type of writing you do--this book will help you do it better.
8. How to Say It: Choice Words, Phrases, Sentences, and Paragraphs for Every Situation by Rosalie Maggio
Amazon summary: "How to Say It provides clear and practical guidance for what to say and what not to say in any situation. Covering everything from business correspondence to personal letters, this is the perfect desk reference for anyone who often finds themselves struggling to find those perfect words."
For the writer who struggles to find the right words, this book can help. Read it to find new ways to phrase and communicate your ideas.
5 Ways to Improve Your Copy on Landing Pages
Landing page, sales page, donation page…these all have a common goal: Get the reader to take some sort of action.
The question is: How do ya get them to do that?
Let’s look at a few proven ways you can fine-tune your copy on these pages to make them more effective (for yourself, or for clients.)
Landing page, sales page, donation page…these all have a common goal: Get the reader to take some sort of action.
The question is: How do ya get them to do that?
Let’s look at a few proven ways you can fine-tune your copy on these pages to make them more effective (for yourself, or for clients.)
1. Open boldly
Right at the top of the page, you need a header that grabs the reader. You can do this by addressing a pain point, speaking to an obtainable end goal, or just by posing a question the reader wants answered.
Don’t waste this precious real estate with a boring title or company logo. The very first thing a reader encounters at the top of a landing page should be part of the path toward conversion.
2. Minimize distraction
As the reader moves down the page, there shouldn’t be multiple paths for conversion that ask the reader to do several different things. Each landing page needs to have a singular goal with no distractions that can confuse a reader and keep them from moving toward taking action.
Eliminate all of the distractions that can get in the way your one goal, and then make sure your copy is all working toward encouraging the reader to follow through.
Once you’ve done this, test different copywriting formulas and see which produces the highest conversion rate.
3. Talk about benefits, not features
NOBODY CARES ABOUT FEATURES. They just don’t.
I didn’t buy a new vacuum because it had a washable HEPA filter--I bought it because it was top-rated for sucking up dog hair, which is a major pain point in my life. (The dog hair, I mean. There’s so much of it. But look at that face!)
The point is: Instead of wasting your reader’s time with feature-speak, tell them the benefits of your offering’s features. Tell them what pain points you can solve. Tell them how you can make life simpler, easier, and less stressful. Period.
4. Leverage microcopy
Your call to action button probably works pretty well on its own, but putting microcopy around it can make it even more effective.
What’s microcopy? It’s the little text around buttons that tells a reader a bit more information about what happens when the button is clicked. You can help readers overcome obstacles to conversion with an arrow and microcopy that says “Click here to get started” or “30-day money-back guarantee.”
Help break down the walls to conversion by using this little extra bit of copy to answer questions, to overcome objections, and to nudge readers toward taking action.
5. Include social proof
Last, be sure you have other people backing up your claims of awesomeness. Include testimonials, customer reviews, stats on customer satisfaction--you name it. The more the merrier in this department. All of these elements of social proof boost the credibility of your copy.
Just keep in mind that these often belong below the fold on your landing page--they’re secondary information. Use them to reinforce your copy (without overpowering your main message.)
Improve Your Copy on Landing Pages
Keep these tips in mind the next time you’re writing or revising a conversion-oriented page on your website, and in no time at all, you’ll be getting more click-throughs and converted visitors.
Want more writing tips? Check out:
Have other questions about writing? Let me know. Tweet me @kaleighf.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
P.S. I was a guest on the GetCredo and CoSchedule podcasts recently--if you're interested in hearing my voice (?) and the story of how I got started freelancing, give these a listen.
How to Format Your Content Like the Pros
I’ve noticed some commonalities amongst some of the top sites that I write for from time to time.
(I’m talking about the Copyhackers, SumoMe, and Kissmetrics-type blogs.)
Know what it is?
I’ve noticed some commonalities amongst some of the top sites that I write for from time to time.
(I’m talking about the Copyhackers, SumoMe, and Kissmetrics-type blogs.)
Know what it is?
They all format their content in similar ways.
And probably for good reason: It works.
So by looking at the formulas these sites use for structuring content, I’ve condensed some of the must-use formatting tips for home run content into a few easy pointers that you can implement for your own writing right away.
Here’s what you need to know.
Lead with a Compelling, Conversational Intro
One of the hallmarks of the top sites I write for is that they’re known for having interesting intros with a conversational tone that naturally lure the reader in.
This usually means the intro is a little snarky, it poses an important question (that it will later answer), and it lures the reader in through what reads as a very natural speaking voice.
Example: Your Page As A Mirror, Or The Reason People Buy Blocks Of Cheese Product
So, when you want to write an intro like Copyhackers or SumoMe, remember to do the following:
Start with single sentences separated by spaces, not long paragraphs
Incorporate some humor (gifs and memes work well)
Build curiosity with a question or by previewing a “how-to”
Write in a conversational tone and ditch the technical lingo
Make the Middle Meaty
Next, you’ll want to build out a meaty mid-section like these sites do.
This typically entails some intense research and example-hunting, so be prepared to invest some time here. I often spend 4-8 hours per article building out the bulk of the post for these sites.
Example: 9 Essential Ways to Use Scarcity to Increase Sales
What makes the posts we see on these types of sites so valuable is that theyteach. They don’t just offer some general tips and ideas, they’re all about actionable, example-driven tactics that can immediately be replicated for similar results.
As a rule of thumb, make sure your mid-section includes:
Clear headers that lead the reader deeper into the post
5-8 case studies or real life examples, complete with screenshots and breakdowns of why said examples are relevant
Complete, step-by-step walkthroughs of processes from start to finish
Statistics and research that back up the points you’re making (link out to the data, too)
Quotes from experts on the topic
Additional elements of humor (again, gifs are an easy way to keep the tone light when you’re getting nerdy over process details)
This part of the formatting process is all about delivering value, educating, and making your content worth reading and sharing.
Remind ‘Em What You Said
In the conclusion portion of the post, you’re simply recapping the key bullet points of what you just taught and giving them another piece of content for further reading or a CTA for additional materials.
This is a great place for an opt-in if you have another relevant piece of content based on what you just wrote about (like a template for a rate sheet if you just wrote about pricing, for example.)
Formatting Like a Pro
If you can follow these formatting tips, you’ll be creating incredible content that gets noticed in no time at all--just like your favorite blogs.
Often times these types of content require quite a bit of work, concentration, and research, but they are much more memorable than short form, generalized posts that are quickly thrown together.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
How to Stop Taking Edits Personally
Stop Taking Edits So Personally
Writing is the first hurdle.
Getting your edits done is the second.
You think you’re all done with a project and then…Ha! Nope. You’ve got some re-writing to do.
Writing is the first hurdle.
Getting your edits done is the second.
You think you’re all done with a project and then…Ha! Nope. You’ve got some re-writing to do.
I bet this has happened to you before.
Ever opened a link from an editor and thought, “OH NO… WHY ARE THERE SO MANY COMMENTS IN THIS GOOGLE DOC!?”
A nervous sweat breaks out…you thought what you turned in was good…what went so wrong? Did you misunderstand the direction you were given? Are you not as familiar with the client as you thought you were? Are you losing your writing edge?
The struggle is real when it comes to handling edits. Let’s talk it out.
It’s Not About You
First of all: We need to understand that edits are 9 times out of 10 not a personal attack.
The thing is—writers often feel personally connected to what they write, no matter how trivial the subject matter. So when we see comments about how sections “aren’t quite hitting the mark” or “need cleaning up” they feel like tiny, hot knives in our little writer hearts.
So although it might feel like it sometimes—editors are not out to hurt our feelings. They’re out to make the writing stronger, better, and more clear.
Let’s all get on the same page about this right now:
When you see comments like, “It didn’t work for the client,” it isn’t the same as “It wasn’t good.” That’s a matter of taste, not a matter of quality.
If you’re a writer who works from home, alone, without anyone around to say, “Hey dummy, snap out of it! You’re looking at this the wrong way,” you can very quickly begin to question your abilities, your career path—you see how the spiral of negativity begins.
Remember this the next time you struggle with the editing process. It’s not about you—it’s about the writing, the project itself, and the objective for the client. Remove yourself from the equation, and it gets a whole lot easier to deal.
You Will Get the Occasional Aggressive Editor
My pal Emma and I talked a while ago in our Blab chat about how, every once in a while, you’ll get an editor whose comments just aren’t very constructive. Instead, they’re kind of angry, negative, and sometimes—straight up mean.
They leave comments like, “What even is this????”, or “This is BAD. Fix IT!!” that are riddled with capital letters, multiple punctuation points, and general unveiled angriness.
These aggressive editors are rare, and the relationships with them often are brief and tumultuous, much like those of the dating type. Instead of sharing what elements they do and don’t like, as well as constructive direction on what needs to be fixed, they comment on how you’re a generally bad writer, a stupid human being, and a waste of time.
When you come across one of these gems—RUN. I’m serious. Be professional, but as soon as those red flags go up, part ways. They’re not mad at you. They’ve got other things going on, and you’re the punching bag. Time to go.
Take on Your Edits With Zeal
Edits from a talented editor are exciting. They elevate your writing from good to great.
I remember the first time I got back a set of comments from an amazing editor. I was completely blown away by how much better the piece was by her suggestions. We’re talking, like, 10x better by just a few comment and tweaks. Now that’s a gift.
And herein lies the beauty of the editing process: When you approach it with the right attitude, you can accomplish something wonderful. Working with smart people, you can produce a piece that’s helpful, valuable, funny, and smart (if you’re lucky.)
The ultimate bottom line: Don’t fear the editor, the editing process, or edits in general. You got this.
This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.
How to Write Compelling Intros
I’ve noticed something.
Short, compelling sentences work as an intro.
They work well.
Why is that?
I’ve noticed something.
Short, compelling sentences work as an intro.
They work well.
Why is that?
I think it’s because they lead readers into a slow gallop, and get them invested in the follow-through (AKA reading your entire post.)
And all of us want our readers to actually read the content we write, right? Of course we do. So let’s talk about writing effective openers that hook the reader (in a non-sleazy, grossly misleading way.)
Reverse Engineer Great Introductions
I recently saw fellow writer Laura Bosco do something interesting on Twitter: She created this great graphic pointing out elements of a strong introduction.
This approach works well in that it’s a deliberate picking-apart of elements within an introduction to find out what works well.
Notice how she points out things like:
Storytelling elements
Interesting details
Emotional cues
Value
Question-answering
Drawing the reader into the article
You can do the same thing by clipping introductions you find especially compelling and then breaking down what was effective. You can even create a folder, board, or file wherein you keep a “swipe file” of sorts with these notes and visuals. That way, if you feel stuck on an intro, you have a deep well of inspiration to pull from.
Don’t Overwhelm
If I met you for the first time, I wouldn’t thrust out my hand and say, “Hi, I’m Kaleigh Moore, a freelance writer specializing in SaaS and eCommerce content. I’ve worked with a lot of excellent clients in the past and think I can provide some great value for you and here’s why you should hire me oh and also I turn assignments around quickly did I mention I’m really good at this?”
That would be crazy. Literally. You’d probably run away.
I think the same thing happens to a reader when you try to fit too much too soon into your opener. It’s overwhelming. There’s no gradual introduction to your point. You’re dumping a bunch of information onto the reader without making them like you first.
In contrast, the short, abbreviated intro gives the reader a chance to warm up to you, your writing voice, and what you’re about to share with them. It doesn’t make any assumptions about the readers’ problems or concerns—and it’s conversational and light.
If I’m being totally honest, I only read two or three about articles all the way through per day (because TIME.) But the ones I do read typically use this format—and it lures me in. Every. Single. Time.
Other readers do the same, too. One of the articles I wrote for Inc. Magazine had more than 50K shares—and yet only about 15% actually clicked through to read the article. People shared it without reading. Attention spans are shorter than ever.
Here's how you can hook the folks that actually do click on and start to read your content.
Setting Up a Great Intro
Here’s a three-step crash course on setting up these compelling intros:
Step 1: Distill the point of your content into a single, concise sentence. Spend some time writing and re-writing this sentence. If you have to, start with five to seven sentences and whittle your way down to one.
Step 2: Think about the most interesting aspect of the sentence you’ve written. Is something about it surprising? New? Bold? Tease out the part that makes your piece compelling, and use that to hook the reader.
Step 3: Write three or four very short, conversational sentences based on steps one and two. Think about how you would phrase your words if you were speaking with someone face-to-face. Give yourself room for pauses to let those first sentences sink in with the reader.
After these short, staccato sentences, you can tell the reader what you’re going to share with them—and then use headers to break the piece down into easy to digest sections with strong, compelling headers. That’ll keep ‘em moving all the way to the end.
Test It, Try It, You Might Like It
I dare you to try this strategy and see how it works.
If you’re really fancy, you’ll have analytics that tell you how your read-throughs increase or decrease.
8 Tools That Take Your Writing From "Meh" To "WHOA"
Let’s face it: Writing is hard.
Lots of people don’t feel confident about their writing abilities—so if you fall into this category, you’re not alone.
Let’s face it: Writing is hard.
Lots of people don’t feel confident about their writing abilities—so if you fall into this category, you’re not alone.
When I was in school, I felt this way about math. A teacher once told me I wasn’t good at it, and that message stuck with me. All throughout junior high and high school, I sweated (literally, sweated…a lot) over math tests and homework—all because I knew that when it came to this subject, I had been stamped “NO GOOD.”
So while you may not feel like you’ll ever be a writing whiz (much in the same way I’ll never be able to do mental math), there are some tools that truly can help you become a better writer—both instantly, and over time.
P.S. Whoever told you or made you feel like you’re a bad writer and didn’t offer any advice on how to improve set you up to fail. Forget them.
1. Hemingway App
Ernest Hemingway is one of the few writers upon which people generally agree was fantastic. He wrote short, no-nonsense paragraphs that got right to the point. Hemingway App lets you proof your writing so it’s just as solid as something Hemingway would’ve written. You can check for complex sentences, passive voice, adverbs (bad!), and more.
2. Daily Page
Practice makes perfect when it comes to writing, and Daily Page helps you remember to flex your creative writing skills. You get a new writing prompt in your inbox each morning, you have 24 hours to complete it, and then you can share or keep private whatever you’ve written. If you struggle to consistently practice, this tool is perfect.
3. Help Me Write
I’m someone who really struggles with what to write about sometimes. Help Me Write lets you throw a few ideas together and then your social media following votes on what they want to hear from you about. Nothing like asking the source, right?
4. Grammarly
Grammarly catches 10X more grammar mistakes than a normal word processor and makes simple suggestions for immediately improved writing. Bonus: It's totally free!
5. Atomic Writer
Atomic Writer helps you assess which pieces of writing your audience relates to the most by integrating with your Google Analytics and social media data. If you’re worried about writing things your audience really cares about, this tool helps you pinpoint if you’re hitting the mark (or not) based on real data. It also scores your content title, body copy, and more.
6. Correctica
Sometimes built-in spellchecking software misses things—and then you end up looking stupid. Correctica analyzes your document to find any potential spelling or grammar errors and acts as that second pair of editing eyes you always need (but don’t always have.)
7. Cliché Finder
I have a bad habit of using clichés, but thankfully, Cliché Finder reminds me when I’m using run-of-the-mill phrases (see what I did there?) If you’re desperately trying to avoid overused phrases, this checker helps you spot places you need to swap out verbiage.
8. Copy.ai
With CopyAI’s automated creativity tools, you can generate marketing copy in seconds. Whether you’re stuck on writing a great headline or you need help generating ideas for ad copy, this tool is a must-have.
No matter what tool you use, just remember: Practice makes perfect. Keep honing your craft!
What’s your favorite writing resource? Tweet me @kaleighf.
This article originally appeared in my newsletter, A Cup of Copy.