Everyone can write, but not everyone can write well.
What’s the difference between copy that is read and copy that never gets read? The obvious answer is the headline. And renowned copywriter king, Ted Nicholas, recommended that you spend 80% of your writing time on that.
In a book for ‘headlines’ read ‘book title’, ‘sub-title’ and ‘chapter title’ – and you’d better ensure that the first two grab attention and tell people what they’re getting and the latter is interesting enough for people to want to dig in and find out more.
But there’s more to writing style than good headlines.
Write for a 12 year old
Don’t fall into the trap of long words and complex sentence structure. The aim is to write so a 12 year old can understand it easily. This isn’t about dumbing down the content, it’s about getting discipline of writing simply.
K.I.S.S.
‘Keep it short and simple’. We’re talking about short sentences, short paragraphs and straightforward language. It’s a copywriting skill which really pays off in non-fiction. It creates white space and gives your book the appearance of being easy to read, not densely pack textbook that looks heavy going.
Write for the reader
Another copywriting tip that works really well in non-fiction. You’re addressing them directly, not talking about them behind their backs, so use ‘you’ and ‘your’, not ‘them’ and ‘they’. Some authors try to be inclusive by using ‘we’, but people engage much better when you’re putting them in the spotlight, rather than as a co-actor on the stage.
Keep it conversational
People read copy that is conversational much more easily than a more formal style. Your aim is not to create a text book, but a useful book that engages the reader (and keeps them engaged) and shares insights in the same way that you would if you were delivering the information verbally.
Read it aloud
It can be hard to judge your own writing, you may be aiming for clear, concise communication, but don’t realise that you’ve let the words get away from you. Read what you’ve written aloud. You’ll soon see where it’s not working. If you can’t read it fluently, it probably needs some more work.
The more you practise these skills, the more your style will improve and the less work your editor will need to do.
