In today’s content-saturated world, people only read what catches their eye; so it’s vital you know the technique, or ‘tricks’ that will grab their attention.

For example, this page's headline, copied from an email's subject line, uses no less than six tricks that are likely to get the email read. Don’t believe me? Here they are:

1. The word “How” makes people think (rightly) that they will get some advice.
2. The word “these” makes the advice sound specific.
3. "Simple” makes it sound easy – which increases readership – because people hate hard work.
4. "Tricks” makes it seem even easier.
5. The phrase “will get your marketing read” increases readership because it makes the sentence active – that the simple tricks will do all the work for you.
6. The word “your” helps, too, because people are primarily interested in themselves.
   
   

The better you write, the better your marketing

Good writing is not a natural gift but understanding the basic techniques will make a big difference to your marketing:

• Picture your reader and write as if you’re having a conversation. Be natural. The best marketing reads the way the best salesperson speaks.
• Use short words, short sentences and short paragraphs (like this one). Avoid jargon.
• Keep your headline single-minded and relevant to their needs. Talk about benefits, not features.
• Add specifics that prove why they should believe what you say. Support with testimonials and guarantees.
• Don’t be longer than you need to be. Brevity forces you to make tough decisions – what to change, what to cut, what to keep. Edit, edit, edit to keep it clear and simple.
• Tell them a story. People read stories to the end. Learn from this wonderful example.
• Remember that nobody wants to hear about you.
• Don’t tell me the moon is shining; show me the glint of light on broken glass. A picture is still worth a thousand words.
• Ask for action and tell them why they must act now. Try an incentive.

Great writing is about keeping it simple, so when you go to write your next email or article don’t try to impress. Just follow this guidance and get your message across clearly.

With thanks to Drayton Bird