Ditch the drivel; add some zing
How to write copy that doesn't make your audience yawn
Have you ever spent hours crafting website copy, a blog post or an email newsletter, only to find it falls flat? It's grammatically correct and strategically sound, but it simply fails to ignite any spark of interest. We've all been there.
But what if I told you that by applying a few simple principles, you could transform your prose from lacklustre to captivating? Drawing inspiration from George Orwell's six rules for writing, let's explore how to infuse energy and meaning into your copywriting and content. Good communication is clear communication and there’s an art to getting it right.
Spice up your writing with these timeless tips from the master of prose, George Orwell
i. Never use a metaphor, simile or other figure of speech which you are used to seeing in print.
ii. Never use a long word where a short one will do.
iii. If it is possible to cut a word out, always cut it out.
iv. Never use the passive where you can use the active.
v. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.
vi. Break any of these rules sooner than say anything outright barbarous.
I think my favourite remains the last one.
How to put these rules into action
The first rule is all about originality. But how can we be original in our writing? It’s not easy, especially if you turn to AI to help make the words flow. AI LOVES a cliché. But the minute you start avoiding clichés like the plague (see what I did there??), your copy becomes more interesting. Instead of relying on tired phrases like “think outside the box”, try to come up with fresh, innovative language that captures attention and creates a vivid image in the reader’s mind.
Simplicity is key. Opt for straightforward language over jargon-laden buzzwords. For example, instead of saying “leverage synergies,” simply say “work together”. Instead of “endeavour”, say “try”. The word “demonstrate” can be replaced with “show”. Don’t say “facilitate”; say “help”. And so on.
Brevity: Cut the fluff. If a sentence doesn't contribute meaningfully to your message, delete it. Also, be wary of pleonasms, common phrases that are completely redundant. Some examples include: “Circular shape”, “collaborate together”, “descend down”, “new beginnings”, “sink down”, “uncommonly strange”, “merge together” and “anonymous stranger”.
Why is the active voice better? Because it adds a bit of energy and ownership to your words. So, instead of saying "the product was launched," say “we launched the product”. Don’t say, “Your request has been received”; say, “We received your request” instead. The key difference is that in the passive voice, the sentence's subject is acted upon. When using the active voice, the sentence's subject performs the action.
Clarity is also essential when it comes to copy and content writing. Orwell talks about avoiding jargon as well as foreign or scientific words. Always opt for an everyday English version. But it’s also important to ensure your message is unambiguous and easily understood by your target audience. Avoid vague statements and opt for concrete details where possible.
Finally, be flexible. Sometimes, in the right context, breaking all the rules is OK. Adapt your writing style to suit the specific audience. A formal tone may be appropriate for a white paper, for example, while a more conversational style might resonate better on social media.
While these six rules have stood the test of time are still brilliantly relevant today (see how easy it is for those clichés to slip in?), they can be tricky to remember. So, I’ve come up with a slightly different version you can use to check your copy isn’t DRIVEL and how to add a bit of ZING to bring your words to life.
Five things you need to check your copy is NOT before you hit publish
Dull: delete the clichés and find new, exciting ways to express yourself. No more “blue-sky thinking” please.
Repetitive: be ruthless. Every word that isn't pulling its weight gets the boot.
Imprecise: vagueness is the enemy of engagement. Show us the nitty-gritty. Remember, the more specific, the more captivating.
Verbose: ditch the corporate jargon and convoluted sentences. Write like you're chatting to your mum, not presenting at a board meeting.
Lifeless: the passive voice can be a bit lifeless, like a wet blanket on your writing, snuffing out all the energy.
Banished the DRIVEL? Now, let's inject some ZING
Zest: everyone loves a good anecdote. It doesn't need to be a full-blown saga; even a couple of sentences about a relevant story can help readers connect with your cause. Make it personal.
Inviting: your writing should reflect your unique brand voice, not sound like a generic template.
Novel: be original. Don't parrot your competitors; seek inspiration from unexpected sources. Share your viewpoint; don’t be scared to have an opinion.
Graphic: use your words to create a mental image.
So, next time you find yourself staring at a blank page, remember Orwell's wisdom and my DRIVEL-free checklist. Embrace simplicity, originality, and clarity. Cut the fluff, ditch the jargon, and use the active voice to inject life into your words. By following these principles, you'll transform your writing from bland and forgettable to vibrant and engaging. Remember, writing is an art, not a science. Don't be afraid to experiment, break the rules when necessary, and most importantly, have fun with it. Need help? Drop me a line.
