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Cassie Chorn
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Writing is a life sentence.
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Tips for Writing Compelling Copy in the Digital Age

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Many of us might panic at the thought of having to write web copy that’s informative but also engaging. However, writing for the web is actually, dare I say, easier. It can be shorter, sharper and more casual in tone. If you’re worried about how you’re going to get your writing task done, follow these steps and watch your words flow.

Keep it casual and conversational
To write persuasively in this day and age, remember that your readers’ attention spans are becoming shorter and shorter, so keep it casual. Research has shown that people are most willing to part with their money when they feel a connection to the company they’re purchasing from, so talk to your customers, not at them.
Of course, it’ll depend on your audience, but many copywriting experts recommend writing just how you would speak. This can help allay your fears of not being able to find that perfect word to hit the right note. Don’t overthink it and let the words flow. It’s always better to have 10 mediocre ideas on a page than none at all. You can always go back to edit and consolidate your work.

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Say what you wanna say. But then stop
To draw your readers in, weave a story about the brand for which you are writing. Take them on a journey but don’t think that this means you need to become the next bestselling author. Don’t go off on tangents. Just say what you want to say and then stop. The key to this point is structure. Structure your copy like you would a narrative – this makes it easier for your readers to make sense of the concepts you are conveying.

Break it up, you guys
Importantly, structure in a digital age means breaking your copy up into bite-size pieces, ideal for your readers to quickly scan over, because let’s face it, many of us don’t read pages of text from start to finish. Sharp headings and images are also useful for breaking up the text and can also help to draw in readers.

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Don’t get caught up in the details
While you might think your customers will want to know about every technical detail of your product or service, think again. Writing like this doesn’t always make you sound like the expert in the field. Potential customers might get lost in the details, misunderstand the jargon, lose interest in your brand and leave your page. Cover the basics in layman’s terms and think about it from your readers’ perspective. What would interest them most about your product?

Grammar always matters
Do not underestimate the importance of correct spelling and grammar – the marker of all good writing, no matter where it appears. To me, there’s nothing worse than a spelling or grammatical error that distracts me from the topic at hand – here’s hoping that I haven’t committed that same mistake right now! It’s always a good idea to take a step back from your writing once you’ve finished. Work on another task and take a fresh look again later – this way you might notice things that you missed before. And, importantly, cut your coat according to your cloth. Set realistic deadlines and stick to them.

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By Cassie Chorn


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