11 tips to get your message across to the audience
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| Getting your massage across to the audience |
Many ads and sales copy cause maximum confusion and minimum communication.
1. Put your reader in mind.
One technique to help you write to your reader is to address the reader as 'you' directly. Just as I am writing to you in this article. Copywriters call this 'you orientation'. Flip through a magazine and you'll see that 90% of the ads contain the word 'you'.
2. Carefully organize your selling points.
The organization of your selling points depends on their relative importance. The headline states the main selling proposition and the first few paragraphs expand on it . Secondary points are covered later in the body copy.
3. Break the writing into shot sections.
The best way to divide your writing into section ? If you have a series of section where one point follows logically from the previous point , or where the sales points are listed in order of importance, use numbers. If there's no particular importance or logical sequence between the sales points, use graphic devices such as bullets, asterisk , dashes to set off each new section.
4. Use short sentences.
Short sentences are easy to read than long sentences. Long sentences tire and puzzle your reader. By the time they have gotten to the end of a lengthy sentence, they don't remember what was the beginning. The best average sentence length for business writing is 14-16 words.Train yourself to write in crisp, short sentences.
5. Use simple words.
Simple words communicate effectively more than big words. People use big words to impress others, but they rarely do. More often, big words annoy and distract the reader from what the writer is trying to say. Avoid pompous words and fancy phrases. Keep your communication simple and clear.
6. Avoid technical jargon.
Don't use jargon when writing to an audience that doesn't speak your special language. Jargon is useful for communicating within a small group of experts.
7. Be concise.
Good copy is concise. Unnecessary words waste reader's time, dilute sales message and take up space that could be put to better use. Rewriting is the key to producing concise copy. When you write your first draft, the words just flow . And you can't help being chatty. In the editing stage, unnecessary words are deleted to make the writing sparkle in vigor and clarity.
8. Be specific.
Advertising persuades us by giving us specific information about the product being advertised. The more fact you include in your copy, the better. The surest way to arouse and hold the attention of your reader is being specific , definite and concrete.
9. Go straight to the Point.
If the headline is the most important part of an ad, then the lead paragraph is surely the second most important part. It is this lead that either lures the reader into the text by fulfilling the promise of the headline or bores the reader with uninteresting, irrelevant and unnecessary words.
10. Write in a friendly conversational style.
People enjoy reading clear, simple , easy-to-understand writing. And the simplest, clearest style is to write the way you talk. writing experts call this "conversational tone".
11. Avoid sexist language.
Copywriters must avoid sexist language. Like it or not, sexist language offends a large portion of the population, and you don't sell things to people by getting them angry at you.
Handling gender in writing is a sensitive, as yet unresolved issue.
Finally, here's a helpful list of sexist terms and non-sexist substitutes to help you understand when to use and when not to use the words.
Anchorman - anchor
Fireman - firefighter
Chairman - chairperson
Man-made - artificial, manufactured
Manpower - personnel, staff.
Avoid using man, woman specifically.
Other tips to get your message across to the audience
To effectively get your message across to an audience, consider these tips:
Know your audience: Understand their interests, needs, and level of knowledge to tailor your message accordingly.
Clear and concise communication: Keep your message simple, avoiding jargon or unnecessary complexity.
Structured message: Organize your content with a clear beginning, middle, and end. Use headings, bullet points, or numbering for clarity.
Use stories and examples: Stories and real-life examples can make your message relatable and engaging.
Visual aids: Incorporate visuals like charts, graphs, and images to enhance understanding.
Engage with the audience: Encourage questions, discussions, or interactive elements to keep the audience involved.
Practice delivery: Rehearse your message to ensure a confident and smooth presentation.
Use body language and tone: Non-verbal cues, such as gestures and tone of voice, can reinforce your message.
Emphasize key points: Highlight the most important information to ensure it is not missed.
Repeat and summarize: Reinforce key points by restating them and providing a summary at the end.
Use technology wisely: If using technology, make sure it enhances, rather than distracts from, your message.
Be authentic: Be genuine and passionate about your message to connect with your audience on a personal level.
Feedback and adaptation: Be open to feedback and adjust your message based on audience reactions.
Remember, effective communication is a skill that can be developed and improved with practice.
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