If you write ads, articles, blogs or anything else for your business, this bit of advice will interest you.
To combat boring writing, you should work on making your writing structure more dynamic and lively.
How?
Well, one way is to use what I call the "20/20" approach.
That means you vary then length of your sentences... vary the length of your paragraphs... vary the way you start your sentences... vary your punctuation... vary your tone.
If you've ever watched any of the old Barbara Walters interviews on 20/20 (or any well produced interviews, for that matter), you'd notice that camera angles are constantly changing-- they shoot from the left, then from the right. They take wide angle shots and then close ups. They show old video clips of the interviewee and then add stock clips for variety and color.
The point is, they use VARIETY in shooting, production and editing to keep the viewer constantly engaged.
Similarly, you should do this in your copy.
Top copywriters are masters at applying this technique in their promotions.
So Rather than Write...
I am a highly qualified dentist. I have received training at some of the best schools. My patients are quite satisfied with my work and frequently send me referrals. I would like the opportunity to be your dentist. I hope you consider coming to my office for a consultation. I will be happy to give you a 50% discount on your first visit.
(This is actually pretty typical of the type of promotions doctors, dentists and lawyers create.)
You'll Get a Much More Interested Reader With This...
Aren't you the least bit curious about my qualifications? I bet you are. I'd like to tell you all about them in person. You'll be impressed. But even more impressive is how satisfied my patients are. They usually can't wait to send me referrals.
And you know what else?
Come visit me and I'll knock 50% off of your bill... just as a way of saying thank you.
Can you see how smooth the second paragraph is over the first? Plus, it's more conversational and feels more relaxed.
Besides using the 20/20 approach, the second paragraph places more emphasis on the potential patient and what will impress them.
Make no mistake, this is not just about better readability -- this approach boosts response to your promotions.
It's a little technique but it packs a big punch.
Give it a whirl this week, ok?
