Kate Novozhilova

Read a project brief. And then ask questions if you feel that there's not enough information for you to write a good text. It’s ok to ask “silly” questions or to ask a whole bunch of them! Even "Why do we need a text here at all?" is desirable.

It’s better to learn everything at once than to rewrite your text and try to square the circle later.

BEFORE

How to prepare yourself to write an easy text

You have a goal: to inform, to sell, to motivate, to make someone push a button, to entertain, etc. Therefore, right after reading the brief, define one goal for your text. And immediately after, build logic that will lead the reader to it.

The goal and the structured logic will help you not to "drown" in the flow of ideas and metaphors.

Breaking news! You are not Forrest Gump

Just stop writing. Start TALKING to your readers. As soon as you throw out the desire to be as cool as James Joyce, your text will immediately become clearer and easier.

Are you writing an ad for a young target group? Write it as if you chat with your friends. Giving a promo code to a 50+ audience? Explain how to use it, as if you are describing it to your parents.

Oh no…Apparently, you’re also not a copywriter anymore

Pretend that you are addressing a specific person. Not directly, of course, — keep that idea in mind. And just talk to that person. But in letters.

Use verbs more — prefer them even to verbal nouns. Metaphorically speaking, verbs work as VR headsets: they immerse a reader into the action. In addition, sentences with verbs are read and remembered better.

Speaking about verbs: try to avoid passive voice. People usually talk with an active voice. As a result, it’s easier for them to perceive it. The more your text looks like casual speaking, the better.

PROCESS

Action!

Ok, let’s start typing

Just imagine: you put a spoonful of cinnamon in your mouth and try to swallow it without a single drop of water. How's it feel? ___This is how the user feels when reading a text with an abundance of "empty" words and tautologies.

The yummiest example: "Download mobile app" in newsletters ___ Are you sure, that it’s “mobile” one? Maybe you know some other ones “apps” in modern context?

Cinnamon break

"Download the app" is enough. The word “app” itself already implies that it is to be installed on a smartphone.

If you can show something with a picture or a diagram, do it. Especially if you are talking about a complex loyalty program or a promo code with multi-stage activation.

Write in short sentences and small paragraphs. When the user sees the "canvas", he doesn’t even try to read it. If the same text is divided into short pieces, insert appropriate illustrations or emojis — it flies with a bang.

Divide and rule

AFTER

Finished? Then do this

Proofreading

Even if the task is hot as Sriracha, it is better to distract yourself for a couple of minutes after finishing.

Five minutes of delay will not turn your deadline into a fire, and you will have the opportunity to notice mistakes and typos with a fresh perspective.

Please, don’t check calendars, work chats and all that stuff. Just rela-a-ax. Turn on music (yes, we’re fans of Tarkan ___ So what?), make yourself a coffee and dance for a couple of minutes.

Pay attention to the goal of the text. If you stumble or get distracted while rereading your text, be sure — that’s where people will skip your text.

Remove distractions or turn into motivation to push a button, for example.

Take a better aim

If it seems that the text is not good enough…Then it’s a glitch.

You’ve already done everything you could: removed the "empty" words and tautologies, used verbs, checked logic and TOV.

Let it go, let it go-o-o

And that's it — send your text!

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