Formulating texts better: Some advertising texts light up like fireworks in the sky because they touch people with the right words. They inspire with their message. And they stand out from the crowd of standard corporate texts.
We’ll give you 15 practical writing tips to help you formulate your texts better and hone your writing style for lively, beautiful content that stays in your memory and turns readers into dream customers. All you need is time and the courage to stop hiding behind blah-blah and filler words.
How To Write Longer Texts Better
Write Precisely
“Writing is easy; you just have to leave out the wrong words.” Mark Twain humorously sums it up. If you want to improve your writing, it’s more than what you write that matters. It’s also about the content and words you should cut out to present your message clearly and confidently.
Make your website copy as concise as possible. Streamlining your content and ridding it of clutter-like awkward wording will make your copy more informative. And the essential things – your core message – come across better.
Paint Linguistic Pictures
Common phrases and hackneyed metaphors are not meant here. After all, the impact of a metaphor wears off the more we hear or read it. There are many exciting expressions and linguistic images for what you want to share with your audience – so dare to experiment with language.
Transform well-worn metaphors into your own picture stories. Ignite your readers’ head cinemas with original images that draw from your entire vocabulary and are different from those found on every other website. For example:
- I am inserting the collagen agency bo with active ingredient care
Another way to make your texts more effective is to use similes. They are a great way to spice up bland adjectives and add a link to your content.
- As enigmatic as an INCI list
It’s essential that the image idea or comparison works and follows an internal logic. Does it get your message across the way it’s meant to? With crooked metaphors, your readers unconsciously notice that something about the text is askew.
Separate From Sentences
Breakups are painful but sometimes necessary. It’s no different with your sentences. You may put a lot of thought into a lovely phrase. And afterward, you realize: the text does well without it.
Keep your content short and free of clutter to make it easier for your readers to follow. Every single sentence should serve your goal of writing entertaining cosmetic texts. So get rid of side stories that distract from your message. This also applies to whole paragraphs that repeat what you’ve already said.
Bring In A Variety
The last thing you want: Boring your readers with monotonous sentences. You can make your website copy better by adding a dash of rhythm. You can do this by varying the sentence length.
Only some things have to be crisp and short. A long one can follow a short sentence. Then you add a question, integrate a fast insertion, and conclude with another long sentence. In this way, you lead your readers rhythmically through the topic.
Check Your Text For Spelling Mistakes
Imagine you click on an ad for a high-priced skincare brand full of anticipation. “The serum that gives your face that certain glow,” you read in the headline. Ouch, right at very first glance two mistakes (the conjunction “that” instead of the pronoun “the” and “face” wrongly written in lower case).
Your hype is wearing off. What is the customer service like if the beauty brand is so careless with its copy? And the quality of the ingredients, are they any good? Suddenly you’re questioning the entire brand. And you’re not alone in that.
We infer from the texts the image of a person and the quality of his offer. Your readers are no different. Often, your website texts are the first thing they perceive about you online.
Eliminating spelling mistakes from your text is much more than the “finishing touch.” Error-free texts create a professional impression. A single typo is not tragic, but if there are spelling and grammar mistakes on several pages, it gives the impression of sloppiness and incompetence. Especially since such errors distract from the actual content of your website texts.
How To Breathe Life Into Your Sentences To Formulating Texts Better
Avoid Technical Jargon
A simple tip to make your writing better: Think about who the content is aimed at. Do you want to wrap your dream clients around your finger or convince colleagues from the beauty industry? Your target group decides how many technical terms your texts can handle.
Be careful what knowledge you assume the reader has. As a beauty professional, terms like micro-needling, bakuchiol, and AHA treatment are second nature to you. But your clients will only be able to understand them with additional explanation.
If you want to ensure that your texts are easy to understand, ask friends, family, or partners for feedback. This way, you can determine if your message is getting across and where it could be improved.
Of course, you can slowly introduce your readers to jargon from your daily practice. But limit yourself to 1-2 new terms per blog article to keep your audience manageable.
Formulate Positively
A negation complicates. The human brain needs more time to evaluate a repeal than for a positive message. This costs your readers energy.
If you want to improve your writing, you should actively avoid negations. For example, “The facial doesn’t hurt.” becomes “The facial is painless.”
Write lively and active
Banish nouns, passive sentences, and officialese from your writing craft. Texts that pop and engage your readers are actively written. If you frequently use passive constructions, it indicates that you need to be more thorough in your research.
Engaging language is different. To make your writing better and more dynamic, you should always name the actor who is acting. For example, “She was treated.” Okay, but by whom? That’s precisely what your readers are wondering. A similar effect occurs if you write “one” instead.
Use concise verbs whenever possible. This makes the text come alive and easier to understand. Verbs often hide where they don’t belong: In awkward noun phrases that sound like a letter from a lawyer.
to make aware instead of to make conscious
notify instead of notification
Avoid Unnecessary Filler Words
Do you have a perfect offer for your customers? You can already see where you’re headed: filler words unnecessarily inflate your texts and dilute the core message.
Delete them all? Not a good idea because your content sounds wooden and robotic in a staccato style. Well-dosed filler words make your content seem human, like a conversation at eye level.
Pick out the sentences containing filler words and ask about their added value. Does the word count to the meaning? Does it add nuance to the sentence? Or does your statement shine much brighter without the filler word? If it’s the latter, it’s a no-brainer: get it out. It makes for a more consistent reading flow, and your readers can grasp your message more efficiently.
Get To The Point More Often
Are you a budding word acrobat who likes to tweak tapeworm sentences? What you enjoy challenges your readers, who struggle through complicated nested sentences. You should therefore use nested sentences selectively and sparingly.
Could you keep it simple? If you want to share something with the world, you only need official phrases or more than ten commas in a sentence. It’s easy to formulate texts better by making a point more often.
Nevertheless, short is sometimes better because even short sentences can be incomprehensible. If you try to squeeze a meaningless tapeworm sentence into a few meaningless main sentences, the bottom line is the same.
To write short sentences, you must do your homework first. You can only get to the heart of a topic in a few words if you have entirely examined it.
How To Text Accurately With The Right Words
Stay Away From Buzzwords
Every language has buzzwords: trendy terms used so often that they lose meaning. A prime example of this is “shitstorm,” which started as a term used to describe large-scale media uproar and has since come to mean any banal exchange of blows on social media.
The perfect buzzword candidate in the business context is “innovation.” Everyone talks about innovation, but only some can meaningfully categorize the term. Some use it as a substitute for “anything new,” while others tend to mean creativity. When you write about innovation, it’s very likely to create a question mark in your customers’ minds.
Strong copy does well without content-empty buzzwords. Instead, focus on clear communication. After all, you want to convince your readers, not confuse them. Write a more extended explanation than one with buzzwords that no one understands.
Delete Vague Collective Nouns
People, things, treatments: Many texts contain general catch-all terms. Per se, they are correct, but they could be more catchy too. Politicians also like to use empty phrases that seem meaningful but ultimately say nothing.
Accurate copywriting is a guarantee for better formulation of your texts. Empty phrases have no place in your texts. If you remain vague, you forfeit the chance to generate resonance with the reader and draw him into your text world.
Find words that describe exactly what you mean. You will become more proficient even if it takes longer as a novice writer.
Track Down Word Repetitions
Word repetitions creep into texts and accumulate there unintentionally. Often enough, you need to pay attention to the actual text because of all the letters. Only one thing helps: let your lines rest and clear your head.
Ideally, it would help if you only started correcting your content one day later. This will give you the time you need to eliminate word repetitions. If the deadline is looming, you can pass your texts to friends or colleagues. Another person automatically has more distance from what you’ve written and can give you valuable feedback.
“How do you say…?” Help yourself to synonyms instead of resorting to the same word repeatedly. Free synonym dictionaries like Woxikon will help jumpstart your creativity.
Use Your Writing Voice
Your texts should convince customers about you. Preferably as many as possible. That’s why you pay meticulous attention to an authentic expression, which shows you as a professional and is approved by the DUDEN.
Do you know what makes your texts worth reading? Your personality. Precise lines that sound like you don’t seem less professional but more human. And people buy from people. So go ahead and dare to express your personality through language.
Here’s a trick to help you formulate your texts better and get away from sober business-speak: Write more as you speak. What words would you choose to convey your message in a conversation with your favorite clients? In the same way, it’s “ready to print” and allowed to shine on your website.
Formulating Texts Better: Write, Write, Write
Nobody writes perfect texts on the first try. The golden rule to formulate texts better is: Write your fingers to the bone. If you juggle words regularly and master minor or major linguistic challenges, you’ll find a fluent writing style on your own.
Reading books has also been shown to help improve your vocabulary. You’ll often stumble across original words that you can use to spice up your website texts in the future.
Finally, the most important thing is to write for your dream clients instead of pedantically following all the rules of optimal writing style. In the end, your text has to inspire your readers.
Would you like to work on your texts with professionals? We’ll help you strengthen your writing voice and publish better content.
