Wait! Three quick copy fixes you can use today

In a rush but still want your words to work better before take-off? Updating your website, pinging emails, launching a DM, or crafting digital or press ads? This mini-checklist could make a big difference to the quality of what you send out. And your readers’ likelihood to take notice.

Fix your headlines

According to advertising giant David Ogilvy (and many more), on average, 80% of people will read a headline – but only 20% will read the rest. Because your headline is the first thing the reader sees, try and squeeze a benefit in here. Or curiosity. Or news. At least a reason for the reader to delve into the rest of your text.

This rule applies across the board, but is often neglected on websites. ‘Our services’ just won’t cut it – why should you read about them? Do they save you time or keep your toes warmer for longer?

Make your writing easier to read

Before you click send, do a quick jargon check. You may know your industry inside-out but do your readers? Try using shorter sentences. US press associations found that sentences of around 14 words are fairly easy to read. But ploughing through 29 words or more is very difficult. Find a reasonable balance.  And use smaller words in place of long ones. As author Elmore Leonard suggested, "Try to leave out the part(s) that readers tend to skip.”

Use testimonials (advises J. Caples, New York)

Testimonials add credibility quickly. Sure, they can be a pain to accrue, and some say that testimonials are overused. But would you buy anything on Amazon without reading the feedback? Or book a 5-star holiday without checking TripAdvisor ratings? Seeing testimonials on a website helps readers to take a mental shortcut that says, "I trust you more because of what others say about you.”

There are many things you can do to ensure your writing works better for your readers. But tick these three tips off and you’ll likely make a meaningful difference straightaway.