Content Body Tips

Read these 5 Content Body Tips tips to make your life smarter, better, faster and wiser. Each tip is approved by our Editors and created by expert writers so great we call them Gurus. LifeTips is the place to go when you need to know about Copywriting tips and hundreds of other topics.

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Quit Being So Passive!

It's true. Passive people aren't just annoying in life. Not that being aggressive is a good thing either - but that is not what I'm talking about.

Passive people do not get what they want and neither do passive copywriters.

When you write content - whether it is for the web or for print - use an active voice. This helps the reader become more involved in the content and in turn, more likely to perform the action you desire.

Examples 1:

  • Passive - The children are dreaming of a world without violence.

  • Active - The children dream of a world without violence.

Example 2:

  • Passive - This brand has been rated the #1 killer of fire ants.

  • Active - This brand is rated the #1 killer of fire ants.

The passive voice slows your reader down. Use the active voice to make your copy clear, concise and easy to understand.


Be Clear with your Intentions

What are you trying to sell?

It's a question you should be asking yourself constantly when writing copy - whether it is for print or online distribution.

Does your copy lead the reader to want to buy what your selling?

While you may not actually be "selling" a product or service, at the very least you are selling an idea. If your copywriting efforts have not made that clear throughout the content you write your really just chasing your tail. This is not to say that you need to hard sell the entire time - just make sure that what you write leads the reader in the direction you need them to go. There is a definite art to the soft sell - it's almost a Zen quality - but even Zen masters have intention behind their methods.


Use Tight, Concise Copy

One of the biggest challenges any writer faces - especially copywriters - is taking an outside look at your content to determine when enough is enough. Unlike readers of creative writing, Internet readers do not have the patience to sift through your writing to get the facts they need. To help ensure your writing is concise, follow these steps:

  • Put the copy away an come back to it. Taking a break and giving your writing a second look will help you spot problem areas.

  • Ask yourself if your readers will care. Take the time to re-read each paragraph and ask if the information within is something a reader will care about.

  • Search for repetition. Is the sentence you are reading something you said before? Chances are you don't need to say it again.

  • Get a second opinion. Have someone else (preferably unbiased) read the content. A fresh set of eyes may notice issues you missed.


Keep Sentences Short & Simple

If there is one basic rule in copywriting it is this:

Keep your sentences short and simple.

When writing content - whether it is for the web or a brochure - you need to consider the readers. If your sentences are too long you may lose your readers in a storm of words. Short sentences will also require you to get your thoughts out there in a more succinct manner, but that is a tip for another time. The bottom line is that when you use short and simple sentence structure you will have a better chance of keeping your readers - and their attention.


Paragraph Structure

Writing web copy, or any copywriting is a whole different animal than if you were writing creatively like a novel or short story. When a reader sees long paragraphs it "screams" work in order to find the value of your writing. Take the tips on this site, for example. I have given valuable insight into writing web copy without overwhelming. All web writing should follow this format.

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Guru Spotlight
Jeffery Loquist