4 Deeper-Level Tips for Better Writing

Staring at a blank page? You’re not alone. Getting started is often the hardest part of a writing project, but it doesn’t have to be. Discover four simple, proven strategies for writing great content.

Getting started is often the biggest problem writers face when presented with a new project.

Maybe you’ve been in that situation. You feel overwhelmed by the task of writing great content that achieves all your client’s goals, so you hesitate and delay. (Definitely guilty on this end!)

Keep in mind that the goal of any good content writing is to generate a strong message that doesn’t appear forced or awkward.

The best way to do this is to stick to the basics — and to start your project as soon as possible.

Below, you’ll find four fundamental strategies to help you write well and to ensure your clients keep coming back to you.

Tip #1: Never lose sight of the “Big Three”

All good content writing consists of three basic elements:

1. Benefits

2. Core emotions

3. A solid understanding of your target market

You can’t do a good job with the first two unless you have the last one. This means every project should kick off with research about your prospect.

First, uncover details like age, sex, income, geographical location, and family status.

Next, figure out whether you’re dealing with people who are repeat buyers of the product or service you’re writing about, or whether they’re first-time buyers.

Then, dig deeper.

Once you know your audience, it becomes easier to understand why they buy things, beyond practical reasons. This is where you look for core emotions that drive the sale. It’s also where you’ll recognize which benefits resonate most with your target demographic.

Tip #2: Get emotional

Understanding the deeper emotions that drive your prospect to buy isn’t the same thing as writing to them. Good writing should provoke those very emotions, but in a positive way.

Let’s say you’re writing about a walk-in bathtub, and your audience consists of older folks who are gradually losing their mobility.

Two major benefits to this product are its safety and ease of use. Paint a picture with your words of the independence and satisfaction your prospect will gain, rather than focusing on the problems he will avoid.

There is a time and place for fear-based statements and “Here’s what you’ll escape” remarks. But, especially when it comes to product sales online, emphasize the positive. Choose words like always over never and tell inspiring stories.

When possible, pepper in enthusiastic testimonials.

Tip #3: Have a conversation with one person

Always think of your copy as a conversation with a single person sitting across from you. This means writing in second person and using the word “you” so your prospect knows you’re speaking directly to him or her.

This keeps your copy to the point and makes each of your visitors feel like the content was written specifically to them instead of to an all-encompassing group of readers.

You can also use the “bar stool” technique to make your writing more conversational. The easiest way to do this is to read your copy aloud and edit it until it sounds like something you’d say in a face-to-face conversation, as if you were chatting with someone at a coffee shop.

Tip #4: Make it snappy

Good writing is concise and to the point. Readers don’t want to wade through long sentences with multiple adjectives, especially if they’re reading your copy online. Even if you have a lengthy list of benefits and features you want to share, the average reader doesn’t have time to wade through long pages of copy.

Keep your copy tight and to the point by using short sentences (16 words or less) and simple words. Aim for paragraphs that are only two or three sentences long. Every now and then, add a punchy, one-line sentence to give your writing rhythm.

One of the best ways to keep your copy short and snappy is to write at an eighth-grade level or lower. If you use Microsoft Word, you can measure this by going into the Options menu and selecting the “Proofing” tab. Then, check the “Show readability statistics” box.

After you run a spell-check, a box called “Readability Statistics” pops up. It includes the Flesch-Kincaid Grade Level. Aim for an 8.0 or less.

To sum it up, when you think of good writing, the goal is to get a point across and follow basic grammar and communication rules

But if you want to produce great writing, follow these deeper-level strategies. You’ll significantly boost your chances of writing content that works to convert customers to buyers, and – importantly – keeps clients coming back to you for more paid writing projects.

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