Take your Time, Make your Point

By , May 6, 2010

Remember Spelling tests when you had to know how to spell the word and what it meant? Way back when I was just learning to read and understand words, my mother would quiz me on my weekly list. She told me back then, that you never define a word with the word or a form of it. That meant I couldn’t take the lazy way out.

Really it’s only logical. Consider this fictitious conversation:

Person A: Obfuscate?! What is that? What does that mean?

Person C: Obfuscate? You don’t know what that means? Man! It’s a verb–you know, to obfuscate…the act of obfuscating? Dang! Don’t you know anything?

Writing copy is an important endeavor. The smart writer knows this and knows enough not to underestimate their readers or disrespect their clients by trying this. It takes time to make your point and it makes all the difference to your clients and your reputation. And if you do a shabby job, be grateful if someone takes the time to let you know you suck!

Be Clear

Getting your point across can be a lot like the above fictitious exchange, if you’re not careful. You’ve seen them. You know the articles that leave you saying What!? In your copy, you’re generally teaching or persuading. To do it effectively, you need to be clear and detailed. And don’t define your topic with the topic. So, how do you make yourself clear? Just—be clear.

Kidding.

It’s good to be ordered in your delivery. Go step by step when you’re explaining how a product or service works. What you’re going to explain to your readers is what they really need to know. You need to explain what what your client offers, how it works for some, what the benefit is to your readers, and why your client is the best choice.

Get into Character

One way to get clear is to get into the heads of your groups, your clients and your audience. Become the client. As the client you offer the great selling points of your product or service. You list the attributes in the best words to clearly explain your fine item. You may discuss the development of the product, the years of development and revision to come to your latest services procedures. How you know it works. You discuss the trail and error, because people learn a lot from the holes that were plugged as well as the successes your client has had.

Then, become the potential client. In your best audience stance, you ask the questions: Why do I need this? What will it benefit me? Who’s using this? Who is the best provider I should do business with? This is the back and forth that’s good and productive. Clearly, it’s not the stuff that makes ambivalence, but has the potential to clear it up. Answer these questions to your satisfaction as a buyer and you will likely have a good article.

Close with what hits home. Deliver the client’s key selling point that fills the customer’s key needs. One not-so-hard-fast rule: be thorough in articles and a little less rigid in blog posts. The rationale behind the blog rule is that you want to engage your readers. You want to leave room for your readers add or ask something, to encourage sharing.

Thank you for visiting my blog. So, what did I miss? How do you make your points to your readers? I’d love to read your ideas.

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