Jellyfish content manager Alan Cairns gives clear-cut content tips in B2B Marketing's "The Power of Words" article.
B2B Magazine Editor Maxine-Laurie Marshall strips authoring marketing content to the basics of structure, simple language and leaving a lasting impression.
And it's leaving this lasting impression and achieving the accurate sentiment Alan highlights:
The difference one word makes
One word can provide the meaning of a sentence, or when slightly different, the completely wrong sentiment as Alan rightly states:
"Many words are similar, few are equivalent."
In using the example of "they 'seem' to" and "they 'are'" when put into context can mean either doubt or certainty.
Break copywriting 'rules'
As the number of content writers grows so do the unwritten, perceived 'rules'.
So understandably we write more and more in a the fear of getting copy 'wrong' and breaking these learned 'rules'.
These writing rules are designed to be broken when it suits your point.
Like repeating a word more than once – if it makes your point, why avoid it the second time when repeating it provides emphasis? (...see what I did there?)
Write for online
B2B's article showed just how advanced George Orwell's writing was, not just in content but approach – almost like he was writing for the web before online content marketing blew up:
'Never use a long word where a short one will do.'
'If it is possible to cut a word out, always cut it out'
'Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent'
Once the structure, story and sentiment are secure, you may want to consider the purpose of copy – is it online? Is it for conversion? If so you may want to look at our recent Insights video for 6 ways to improve your copy for conversion.
And before Maxine asks, I did get someone else to proof this...