Got a lot to say but little room to say it?
The ability to write succinct copy, quickly, has always been a valuable skill. But social media means it’s more important than ever.
In the world before Twitter and Facebook, getting an important message across in 140 characters or less was good practice, rather than necessary.
Now, everyone needs to learn how to condense a big idea into a snappy sentence.
Once you’ve mastered the art, you’ll find it comes naturally. Soon, you’ll be writing engaging email subject lines, subheadings and titles, as well as great tweets and facebook updates.
Here are five top tips for keeping it short and sharp.
1. Prioritise and focus
Pick one key message. Your newsletter might be about five or six things, but if you include them all in the email subject line, they’ll all lose impact.
Instead of: Discounts in our shop, new fairtrade suppliers, prizes and free gifts
Try: Your free fairtrade gift is waiting
Concentrate on stopping readers in their tracks, not bombarding them with information. Once they’ve opened your email or clicked on your link, that’s when they’re ready to absorb more.
2. Use words that work
People like to read about themselves and hear personal stories. Words like ‘you’, ‘your’ and ‘my’ will work well in short sharp phrases.
Your guide saving money
How the Foundation saved my life
Use a number, they give instant impact.
10 things you didn’t know about our planet
We all love a top tip – especially if it means something will be easy, quick or save us money. So use sentences that start with ‘How to’.
How to save energy in your home
3. Ask questions
Asking a question is one of the strongest ways to engage people using just a few words. They immediately get attention, because they demand an answer from the reader.
Questions also help you to ensure you’re addressing the right audience. Those who click on your question, or follow the question link, are those most likely to be receptive to the messaging behind the question you’re asking.
Are you drinking too much?
Do you care for a loved one?
Are you job hunting?
4. Put your most important words first
Unless they’re settling down to read a novel, people tend to skim read. That means your headlines and subheadings are the most important thing you write.
Put your most important words right at the front of your headlines, don’t save the best until last. This will help readers instantly understand what the copy to follow is about.
If they can quickly see its relevance and benefit, they may just decide to read on.
Instead of: New report shows there are over 2 million people affected by floods in Pakistan
Try: 2 million people hit by Pakistan floods
Instead of: We need people to help us by running the London marathon
Try: Run the marathon, help disabled children
5. Be clear
Don’t abbreviate everything or opt for acronyms to save space – even in tweets. You may cram more in, but your message will be harder to understand.
HL conf, 5Mar11: 20 tkts left. Save ££ & see Gov’t spkrs.
Instead, concentrate on one clear message that will get your reader to engage, click or read on.
Housing chief will ‘justify sector cuts’ at conference
Avoid too many capital letters or non-essential punctuation. If your reader loses patience, you lose a potential supporter.
