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How to be a better web writer with 3 simple tips

Want to be a better web writer, so your marketing content truly sings? Here are 3 ways to instantly improve your writing: (1) Emotional triggers. (2) Conversation. (3) Sentence variation. You’ll be amazed at what these changes can do!

Tip #1: Get emotional.

Sure, there are days when the thought of writing your own marketing content makes you want to cry. (So been there.) But that’s not where I was going with this one.

People are motivated to buy for one of two reasons:

  1. They want to escape pain. They’re struggling with worries, fears, frustrations, insecurities, anxiety, unhappiness…
  2. They want to achieve personal gain. They’re striving for excitement, joy, enlightenment, fulfillment, freedom, peace of mind, advancement…

Yes, you can count on your prospects to ask you a number of intellectual questions. Yes, they will do their best to rationalize their decisions. But if you peel away all those intellectual layers, there is raw emotion near the heart of every decision.

My point?

If you want to be a better web writer, speak to that emotion. Ask yourself, how are we improving someone’s life or business? Now write it down. Tell me about it.

Don’t lead with a ton of features that imply how you make your customers’ lives easier. Say it. Spell it out. Speak to the emotion that is at the heart of nearly every buying decision.

Tip #2: Have a conversation.

I know you want to look smart. Sound smart. Act smart. And I know that you’re probably working with some really smart customers.

But please, please, PLEASE FOR THE LOVE OF PETE, leave the “corporate speak” out of your marketing content.

You aren’t familiar with corporate speak, you say? Let me give you a little taste:

“The synergies we create through our unmatched intellectual capital, our unstinting devotion to trust, efficiency and service, and our unwavering desire to engage with all disciplines to design a successful project…”


True, all the words are written in English. But they aren’t saying much.

(Check out Seth Godin’s blog for a more eloquent description of corporate speak.)

Fact is, people are busy, and you’ve only got a few seconds to win them over. To be a better writer, write like you speak. Pretend you’re having a conversation with your prospects.

People won’t think less of you. They may actually like you more.

Tip #3: Mix it up.

Chances are, when you were in high school, you had a maniacal English teacher who told you over and over again that you must follow all the rules. No exceptions. Ever!


Yes, it’s important to know the rules. You don’t want to look silly. At the same time, many writing rules are meant for bending.

One-sentence paragraphs are okay.


So are one-word paragraphs. And incomplete sentences.

Mixing up your sentence lengths and paragraph styles can actually make your writing more interesting. Plus, from a practical perspective, it breaks up the flow on a page – which helps to keep people’s interest.

I say, live a little. Let your hair down. Chop up a few paragraphs. It’s quite liberating.

Not to mention, your readers will thank you for it.

Until next time!