These days, we read more words than at any other time in history. From WhatsApp to TikTok captions to newspapers, fiction, nonfiction, and AI, our world is an information overload, and words can start to blend together. So how can yours stand out?
The good news is that you don’t have to do anything complicated or fancy to get attention. Keeping your words simple and clear is the best way to be heard.
Here are some essential rules of copywriting that will be helpful whether you’re writing an email, a press release, or a novel. No matter what you’re trying to communicate, it’s always helpful to remember the most basic tenets of writing:
1. Keep it simple
One of the main things people get wrong is thinking that simple words make your writing seem simple. So they steer clear of adjectives like “small” or “big” or “fast”. But simply expressed ideas make sense, and that gives them power.
So, don’t be afraid of using the one syllable word, the straight-forward word, or the word that you’d actually use if you were in conversation with someone.
2. Make yourself clear
The more descriptive words that you load on to your copy, the more your words lose their power. There’s a tendency to assume that using lots of adjectives sells what you’re saying even better, but actually it starts to lose meaning and you end up saying nothing of substance at all.
Instead, when you’re trying to be clear about something, think of one quality that you’re trying to emphasise. And then just use that word. After that, move on – don’t be tempted to add a second, third, or fourth adjective.
3. Don't be boring
Simple and clear are not synonymous with boring. You can always do better than “nice” or “good”. Try and think about ways that you can add flair. But you don’t need a thesaurus or ChatGPT to sound clever.
Think about how busy your reader is and then try to come up with the word or words that would really make them stop and pay attention. That usually means adding a little bit of style.
4. Write in your voice
Writing can’t always feel conversational, but a lot of it should feel closer to conversational tone that it does. It’s immediately clear to a journalist when something is written in a way that no-one would ever actually speak.
As a rule, if it feels weird to say it out loud, it will be jarring for someone to read.
5. Less is more
The famous Coco Chanel quote, “Before you leave the house, look in the mirror, and take one thing off”, also applies to writing.
People think that in order to add power you need more, more, more. But longer doesn’t mean better. If you’ve finished saying what you have to say, then stop saying it. Repeating yourself lessens the impact of what you’re saying.
Words that make journalists switch off
This is not an exhaustive list, but it’s a good rule of thumb to avoid these words in your writing going forward – it’s almost always a turn-off for journalists when these words appear in a press release:
- Exceptional (sounds the opposite – generic)
- Iconic (overused)
- Extraordinary (see above)
- Empowering (can sound ridiculous)
- Infamous (it rarely is)
- adjectives like ‘truly’, ‘deeply’ and ‘genuinely’.
- Disruptive
- World-leading. Only use it if it really, really is. Not just if something is good.
- Ground-breaking. Most of the time it’s not breaking any ground.
Finally, to be a great writer, you need to read a lot. Take note of any writing that makes an impact of you, so you can interrogate why.
It’s also important to take feedback well. Taking constructive criticism on your work is always a bruising experience, but will make you a better writer.
And remember to have fun! Take joy in using your voice, choosing your words and thinking about a creative way to express yourself – it will come through in your writing.
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One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
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