Writing effective copy is vital to your business’ public relations and marketing campaign. From crafting compelling website copy and informative blog posts to engaging social media updates and enticing email newsletters, you need to be able to get your brand’s message across quickly and attractively. Keep reading for 4 PR writing tips that will transform good text into effective copy.
4 PR & Marketing Writing Tips
1. Take out extra words.
Even though you may not be limited by a word or character count, it’s important to remove extra words from your copy. Look for throwaway words like “that” and “really,” and as you read over what you’ve written, think of ways to convey the same message with fewer words. In addition to making it easier for readers to understand your message, you’ll thank yourself for developing the skill when you are limited by the character count on Twitter or word count when writing a press release.
2. Watch for word repetition.
As you read over your copy, do you see the same words used repeatedly? Although slipping in certain words or phrases a couple of times can be good for SEO, too much redundancy can really put off readers. Use synonyms instead of the same words close together; if you have trouble thinking of them off the top of your head, remember Thesaurus.com is your friend.
3. Avoid lazy language.
I always think of Professor Keating in the Dead Poet’s Society for this one: “So avoid using the word ‘very’ because it’s lazy. A man is not very tired, he is exhausted. Don’t use very sad, use morose. Language was invented for one reason, boys – to woo women – and, in that endeavor, laziness will not do.” As you read over what you’ve written, are you using the best language possible? You may not be wooing women, but you are wooing current and potential customers!
4. Read it out loud.
This is one step that will help with each of the above writing tips. In addition to helping you catch missing words and typos, saying and hearing what you’ve written can help you find extra words that can be removed, notice redundant language and think about a better way to craft a phrase.
Whether you’re writing a media pitch or updating your blog, you want to convey the best possible picture of your business possible.