Words matter. They matter when you speak them, and they matter when you write them. That’s especially true when you write them down for consumers to read. As much as you would like to believe your customers or members are reading everything you write, they’re not. The truth is they may not be reading anything you write if you aren’t giving them anything relevant or meaningful. Here are some tips for writing copy consumers will actually read.

GET TO THE POINT

The phrase “less is more” is so true for marketing copy. Most consumers are browsing your website or skimming your brochures for a specific purpose. Give them the most important information first and continue on with the second most important thing, and so on. It’s called writing in pyramid style.

Have you ever looked for a recipe online and had to scroll past five pictures of the blogger preparing the recipe before you found what you needed? That’s how your customers or members feel when you bury the information they need. If you make them read or scroll too much before they find any information of value, you lose their attention.

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