Copywriting

© Ugur Akinci Whenever possible, avoid using gender-biased words and phrases. For example, instead of “Chairman,” you can try “Chair,” “Moderator,” or “Facilitator.” But if the gender of the “Chair” is obvious from the context, then you can use “Chairman” or “Chairwoman” as appropriate. Here are some other suggestions (inspired by Microsoft Style Guide): OLD…

Good writing is consistent writing, whether you’re writing a software manual or marketing copy. If you end your sentences with the same mood, voice and tense that you start them with, the battle is already won. [Which rule did this sentence violate already? Answer at the end.] VOICE If you start with active voice, end…

Write at the level of your audience. If you are writing a manual for electrical engineers, you do not need to explain what Ohm’s Law is. Actually, if you do, you may insult and alienate your highly educated readers. If, however, you are writing a children’s book or a general purpose newspaper article, you have…

Generality is the enemy of good writing. Sparkle your copy by getting as specific as you can. EXAMPLE: She bought food items. BETTER: She bought canned sardines, a pound of aged Swiss cheese, three 75-watt bulbs, and the latest issue of Time magazine with Bill Gate’s face on the cover. EXAMPLE: The train stopped in…

© Ugur Akinci Sometimes I come across an online tool so different, useful and imaginative that I can’t help but sing its praises. The OneLook Dictionary (www.onelook.com) is one such application, available for free to all English writers of the world. Imagine you are describing the way a room is furnished but you do not…

© Ugur Akinci Writing is rewriting. That’s true. But the better you write, more enjoyable and productive the rewrite will be. And here’s my rule for writing well the first time: whether it’s a novel, ad copy, movie review, or a user’s guide, try to write AS FAST AS YOU CAN. You do your research…

Easy does it. There is no need to write with $100 words if you’re trying to get understood by as many people as possible. EXAMPLE: We terminated our cruising episode briefly around noon to satisfy the gastronomic call of nature. BETTER: We stopped for a quick lunch. EXAMPLE: He actuated the initiation button to activate…

© Ugur Akinci To write in simple sentences that anybody can understand, try to stick to this Golden Formula: SUBJECT + VERB + OBJECT If a sentence does not have this structure, try to rearrange the “furniture” so that it reads better and faster. ORIGINAL: The temptation to do it should be resisted. BETTER: Don’t…