How to Write a Text

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Do you want to learn to write better? Then I have a few super quick tips for you that you can immediately put into practice. With these tips you'll write good texts in no time. In any case, better texts than the ones you write now. 😉You can use these writing tips for all types of business texts, whether it concerns web texts, texts for your blog, advertisements or other texts.

1. Think carefully about what point you want to make

This is undoubtedly the most important point if you want to write better texts. You have a particular point of view or vision that you want to convey. You probably want to entice potential customers into something. Your entire text should lead to the message you want to convey. By thinking carefully about this in advance, you'll write a better text.

2. Know your target audience

If you don't know your target audience, you don't speak their language. Make sure you've studied what concerns them and what problems they run into - deep in their reptilian brain. Use the words that your target audience also uses. See also point 3 for this.

3. Do keyword research

Do you write texts for the internet? Then you can actually no longer start without proper keyword research beforehand. With a thorough research beforehand, you'll be well prepared and answer the questions that your target group has. You also ensure that your texts score well in the search engines, so that you can welcome more potential customers.

You can conduct keyword research with Google's keyword planner, provided you've an AdWords account. Another good tool to find the most promising keywords is KWFinder. This is a paid tool (which is well worth the money by the way), but you can research three keywords daily for free.

4. Build up your texts carefully

Provide a headline and introduction that stimulate, an informative middle section and a clear conclusion. Feel free to use the old, but still relevant AIDA formula:

- 1. Attention (attracting attention, for example with a good headline and an intriguing introduction)
- 2. Interest (generating interest, this article could be interesting to me)
- 3. Desire (yes, I want this too!)
- 4. Action (what your customer then has to do, or the call-to-action)

5. Pay close attention to your headlines

This point is so important that we have to mention it separately. The great advertising executive David Ogilvy said it already:

Five times more people read your headline than your entire text. If you 've written your headline, you've already spent eighty cents of your advertising dollar.

Now, in the age of social media, where the first attention must be drawn with a headline plus an image, perhaps even more relevant than then. A nice guideline to take into account.

6. Use emotion

Speaking of advertising, use emotion wherever you can. Put in everything you need. Fear. Anger. Frustration. Joy. We humans are emotional beings and by using emotions in your lyrics you make them much more engaging. Anyone can write, but a good copywriter knows how to stir the right emotions.

7. Shoot your biggest gun first

Good lyrics don't run around the bush, but open with the best arguments. 'Shoot your biggest gun first' say the Americans. If you've one important reason for purchasing your product or service, you've come a long way. In addition, you only need one or two other arguments. Quality over quantity.

8. Repeat your main argument three times

Repetition is the power of advertising. That is why you would do well to not only open with your most important argument in your texts, but also to close with it. And then you feel free to process it one more time in your text. Make sure there can be no misunderstanding about what you actually want to say.

9. Do your homework

Not only do you need to know your target audience well before writing your good texts, you must also have done the rest of your homework. For example, you may need to be aware of important industry news. Or you must have specific knowledge of the products you're writing about.

Are you a copywriter or lyricist yourself? Then make sure that your client provides you with all the knowledge you need to write great texts.

10. Give your texts the attention they deserve

Everything grows with attention. This is no different for good texts. Try not to write an important text in a lost half hour, but really make time for it. See also the next point.

11. Let it sink in for a moment

Have you finished your text? In that case, don't publish it immediately and don't forward it immediately. Better let it sink in for another night or longer and then read it again carefully. Chances are that your text will be even sharper and better because of this. And you always remove a few careless mistakes. See the next point.

12. Strive for a flawless text

Yes, a mistake creeps in. That is human, but with sufficient attention it can be prevented as much as possible. Aim for your texts to be flawless. Do you've insufficient knowledge of spelling and grammar? Then bring in a colleague who will critically review your texts. It's unfortunate when unnecessary mistakes are distracting from the message you have.

13. Make it easier

I cannot say it often enough. Many texts aren't good because they are too complicated.

- Have short sentences.
- Make a point more often.
- Make use of lists.
- Avoid words that are too difficult.

The easier you get to get your texts, the better they are. Be aware of this when you reread your text. Use the Reading Level Tool to check your texts for readability.

14. Focus on benefits

No wonder you're enthusiastic about what you've to offer. But good texts aren't about all the details of your products or services. No, it's about the benefits of those products or services for your customer. Make sure to convert those unique features into benefits, just to use some ugly marketing terms.

15. Make it personal

Business texts are often boring. But that isn't necessary. Business and boring aren't the same. Make sure your lyrics have personality. Show that there are people of flesh and blood behind the story, instead of an impersonal company or a writing robot. Address your reader as a person and not as a target group.

16. Tell a story

Do you've the opportunity to write your lyrics based on an anecdote, a history, a story? Then do that! Nothing is as strong as the power of an authentic story.

17. Hold your reader's attention

Be careful not to get bogged down in boring descriptions and explanations in your texts. One sentence must flow from another and build directly on the story. This means that you should keep your text as short and simple as possible, but also that you should do everything you can to keep it exciting. Make sure to use visual language. And can you tell something better with a photo or a video? Then do that!

18. Make sure you've good formatting

Blank lines, subheadings, images, lists. You need it all to structure your text pleasantly and make it accessible. Keep in mind that you don't use more than a few lines per paragraph when writing for the internet.

But also make sure you've a good structure in paragraphs when you write for print. Nobody likes to read long pieces of text without a clear structure. With good subheadings you also give the 'headhunters' guidance on what may be of interest to them.

19. Use magic words

Do you want to immediately make your texts more powerful and convincing ? Then make sure you use magic words. Address the reader directly, let him or her suggest something and use the word 'because': these are back doors to the brain.

20. Provide reliability

Do you've something to sell? Then you better make sure that you're reliable. No one buys from an untrustworthy company. You can build reliability in the form of brand awareness, but also with a good blog, good web texts or by posting customer experiences on your website. Any quality marks or well-known customers you've worked for can further increase the reliability of your company.

21. Use the active form

Nothing is more annoying than texts in which you always use the passive voice. 'You will be called back', 'We would like to be informed of your change of address', 'The management has chosen to hire a new employee'.

The passive voice makes sentences unnecessarily complicated and ensures that you don't know exactly who is saying something. Sometimes the passive voice is fine, in all other cases use the active or active voice.

22. Provide evidence

Do you make bold edits to your texts? Great, but make sure you provide proof. In the form of graphs, figures or other credible data. Also state the source to give your evidence extra strength.

23. Make it concrete

Can you give examples to make your story clear? All the better. With good examples, your story will come to life much more because recognition occurs among the target group.

24. Choose a unique angle

Does your story broadly match that of your competitors? Then choose a unique perspective. Shine a different light on your products and services by approaching it from a different angle. Maybe your product or service isn't unique, but your approach is.

25. Dare to write what you want

Sometimes writing good lyrics means daring to write. Do not dwell on generalities, but really dare to have an opinion. Yes, that might offend some people, but that is always preferable to a general story with which no one really agrees or disagrees.

26. Write in spoken language

When you start writing, you may easily fall into writing language. Things you would never say in a conversation. Delete this writing language immediately. Nobody is waiting for official and formal texts.

If necessary, speak your text out loud. Does it sound exaggerated? Does it sound like something that normally would never come out of your mouth? Then you'd better take an extra correction round. See also point 13.

27. Have someone read your texts

Because you cannot know everything, it's good to have that first version of your text read by someone (a customer, a colleague, a friend, a family member). This can be someone who is good at language, but also someone who is perhaps closer to the customer than you are. By having your texts read to several people, he always gets better.

28. Always take notes

You may hear the best arguments for choosing your products or services when you talk to customers. Or you get a good idea while walking in the forest or on vacation. Do something about those incursions at unexpected times. Create a file with ideas and points of contact that will help you to write even better.

29. Don't forget the call-to-action

The last point from this list to write good lyrics. And certainly not the least important. The call-to-action or call to action is essential if you want people to do something after reading your text. Request a quote, schedule a meeting, order a product. Whatever. If you want people to do something, you've to ask them for it.


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