A Copywriter Never Mumbles - and Other Principles of Effective
Ad Copy
H.L. Mencken, the author, jounalist and social critic observed
that most people "write badly because they cannot think
clearly." And the reason they cannot think clearly, he went on,
is that "they lack the brains."
Putting aside H.L.'s cricisim for the moment, let's assume that
all copywriters have the "brains" and, more often than not, we
are capable of clear thinking. It follows then, that we stand a
very good chance of being able to write well. But clarity of
thought is only step one. The following principles will help you
move on from there, so that you can put down in writing exactly
what you have in mind.
1. Don't mumble.
Advertising is most effective when it is easy to understand.
(Take a look at any advertising effectiveness study.) In other
words, you sell more stuff when you write copy that is clear.
Copy that speaks out commands attention; copy that mumbles
doesn't. So once you've thought about what you want to say, come
right out and say it. Don't mumble your message by being short
on specifics or long-winded in your sentences. And don't use big
words, cliches, jargon or borrowed interest.
Keep in mind E.B White's sobering advice: "When you say
something, make sure you have said it. Your chances of having
said it are only fair."
2. Get to the point.
Start selling with your very first sentence. Try to make it and
every sentence that follows simple and declarative. Factual. And
short. Short is powerful. Lincoln used only 266 words in his
Gettysburg Address. And many believe that the shortest sentence
in the New Testament