Walt Kania :Writer
Free Writing Advice
How to break out. Stand out. Be fascinating.
Always lead with your most compelling, eye-popping material. Never save your best pitch for last.
Odds are, your competitors’ copy is long-winded, faceless, and predictable. And it talks about them. There sits your opportunity.
Most marketing content is longer than it needs to be. Tighten the text, omit the sales talk, and boost the signal-to-noise ratio. Eliminate what doesn’t matter and you will sell more.
It’s a paradox, but the shorter your words, and the simpler your sentences, the smarter you sound. Companies that are faking it use complex and stuffy prose.
The less your content feels like marketing talk, the more persuasive it will be. And the more customers will like you and trust you.
Don’t be all rosy and perfect about your products. Mention a minor shortcoming or two, and your credibility will soar.
Build your case in threes. Three points. Three ideas. Three highly flammable and utterly unexpected insights. A rock-steady tripod.
We marketers must learn to be fascinating and interesting. We cannot bore and browbeat people into buying and .
The ideal content sounds like one human being talking to another. Not like a corporation addressing a demographic or a division targeting a vertical.
Sometimes, the mission is to shut up, put your head down and get it done, right now. Swing for the fences another day.
More copy tactics, strategies and techniques
How many points will make your case? Three guesses.
This beats sales copy any day.
Is that text a breeze to read? Or not?
Enough about us, already.
What works. What doesn't.
Why Zzzzzzz is good. At least sometimes.
Put a face on your copy. And sell more.
“Will a good tag line help you? Not always. Sometimes you can rise above the din simply by saying your company name and leaving it at that.
“As if, like the Brazilian soccer star known solely as Ronaldinho, you feel no need to explain yourself.”
-Walt Kania
Walt Kania is a freelance marketing writer who works with technology and B2B marketers who can’t afford to sound like everyone else. Contact him here.