When is the best time to write


In Part I of my blog post you have already learned that you start by defining your target group, customer benefit and call-to-action before you start working on the rough draft of your text. This part is about the finishing touches. What should you write how? Which formulations are absolute nonsense? And which tips really lead to success? I write it to you!

To do this, take your text on hand and check it against the following points:


Tip 1: keep it short

I believe that your offer is great and that you don't want to ignore any advantages or customer benefits. But I tell you: you should do that! You want to make it easy for your reader. Overstrain is not easy! So keep it as short as possible. Be concise! Cross out all words that do not have a lasting effect on the meaning of your sentence. Incidentally, this works best if you read the text out loud to yourself. How many filler words are there, isn't it?


Tip 2: speak like your customer

Come out of your ivory tower and speak like any average speaker: in everyday language! Without technical jargon and tapeworm sentences. Without official German! So it is best not to think that your German teacher could be behind you, but instead imagine your neighbor to whom you would like to explain briefly and exemplarily what exactly you are actually offering. I suppose you wouldn't let a nested tapeworm trickle in your neighbor's ear. Note: one sentence per thought. Without many commas. Without too many clever words. Again, you can read your text out loud to yourself. If you get out of breath while reading, you should shorten your sentences. And clearly!


Tip 3: talk to your reader.

I want to be honest with you: we-gossip in advertising copy is one of the worst things you can do to yourself and your readers. Except maybe on the “over-side” of your company - but even then, please only in moderation. In plain language: put your reader at the center of your text. Delete all we-are-so-great-phrases and replace them with “You-can-achieve-that-with-us-sentences”. So: "We give you security" becomes "At last you feel safe and free ..." (of course you don't have to do it! Just got over the ... pen!)


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Tip 4: You don't write “not”.

Your reader should get a positive basic feeling and we don't want to disturb this positive basic feeling in any way! That is why your new offer is not “not complicated”, but rather it is particularly “simple”. Use words with a positive connotation. Even better: delete all subjunctive from your sentences. Would you look forward to a conversation? Oh what: "I'm looking forward to our conversation!" Would you have? You would? You could? No - you have, you will, you can. As simple as that.


Tip 5: make it reader-friendly

I don't want to spoil your mood, but most readers read across rather than eagerly reading every word from the line of your text. So you should not only keep it short, but also structure your text well. So good that it is quickly understandable even for the "common cross-reader" (new genre in times of Web 2.0) with a meaningful structure, several paragraphs and suitable subheadings. It is best to have someone else check whether your structure is fluid and manageable. Let’s read across on a trial basis. If your text content has not reached the test reader, you should text your subheadings more specifically.

Wow - you made it this far! I would be happy - no, of course I am! 🙂 What are you still missing now, fortunately? A bombastic headline! It is your door opener so that your pimped text is actually read. You can read here how you can easily find a great headline for your advertising copy!