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Seven ways a copywriter can make or break your business, Part 2
3. Writing for the ear. Writing for the ear is different than writing for the eye. The eye is far more forgiving. Oh that sentence is a bit too long, but it's okay. Hmm, yes I do see that awkward phrase, but I'm fine with it.
Not the ear. The ear is brutal. It's like one of those headmasters from a Dickens' novel, standing in front of the classroom with a stick and banging it every time a student stutters on an answer.
The ear catches everything -- sentences that are too long and don't allow you to take a breath; sentences that don't flow properly; long, complicated five-dollar words that twist the tongue in a knot and much, much more.
Focus on writing shorter sentences. Simpler sentences. Vary your sentences. Use simple words.
And that's just plain good old writing advice no matter what you happen to be writing.
Creativity Exercises -- Write a Radio Ad
Now it's your turn. Time to sit down and write a radio ad.
First, choose something you want the ad to be about. Maybe one of your products or services. But choose only one. More than one and you're just asking for trouble. (Rule of thumb -- one message per ad. No more. Otherwise you run the risk of losing your target market. Pick one message and make it very simple and very clear.)
Now do what I do. Write the ad. Start by keeping it under a general word count -- 100 words for a 30-second ad and 190 words for a 60-second spot.
Finished your first draft? Great. Now read it. And time yourself. (Those clocks on the computer desktop are great for this.)
What, you went over your limit? Better start cutting. See how many words you can take out and sentences you can tighten. Or replace words and phrases with something shorter.
Now read it again. Still too long? Or maybe now it's too awkward. See previous paragraph. Keep repeating until you end up with something that sounds smooth and fits in the allotted time.
Michele PW (Michele Pariza Wacek) owns Creative Concepts and Copywriting LLC, a copywriting, marketing communications and creativity agency. She helps people become more successful at attracting new clients, selling products and services and boosting business. To find out how she can help you take your business to the next level, visit her site at http://www.writingusa.com. Copyright 2006 Michele Pariza Wacek.”