Writing texts for websites, blogs, and emails – Here’s How To Do It Right

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William Bachmann

“Writing is easy. You just have to leave out the wrong words. ”That’s what Mark Twain said. I add: Writing good texts is easy. Just leave out the following errors.

Mistake 1: don’t care who will read this later

Maybe it’s just a quirk from school: At some point, most authors’ brains switch to “fill the paper” or we just write for ourselves. Wrong key question: What do I like? The fish must like the bait, not the angler!

Therefore: Give yourself a lot of thought about who you want to address in your text. The safest way to go is to formulate a problem. Example: “Is part of a manageable team that will do content marketing in the future . Looking for input for writing how to create customer-friendly texts. ”This could be the problem definition for this article here. If you don’t have a problem or a specific need of your readers in mind, you write in the air – for everyone and nobody.

Mistake 2: Don’t worry about where the readers are from

Visitors don’t come from nowhere. But if you know where readers can and should come from, you can adjust to these channels. Example SEO: If you are pursuing an SEO strategy , you have to know it. And you have to know how to get a text to be relevant to Google users and to be really relevant.

Depending on the channel, your address is also different:

If the text is aimed at existing customers from your email list, you can skip the clickbait exercises and instead address an aspect that existing customers know and make them sit up and take notice. Something like this: Dear guests, we hope that the pool was heated tonight …

Every channel needs an extra sausage:

A landing page that is to be advertised on Facebook, for example, has to pay more towards the interests of the user and easily, almost playfully, pick them up in the virtual living room. A landing page for Google Ads can easily sell more and also sound like a seller – because here the users expect nothing else and usually want to close the deal immediately and buy something.

Mistake 3: leaving it up to the reader to see the benefits

Attention, irony: It’s best to leave out all headings or keep them in general. Your introduction shouldn’t reveal much about the text either, just say what the reader already knows. Another great idea is a lengthy introduction. Lead deserts. Also: hide important details behind unimportant details or in nested sentences. Then your text will definitely remain unread.

Mistake 4: Long sentences, long words!

The longer a sentence, the more uncomfortable it is usually to read. Many long words in a text are also uncomfortable to read, and the reader’s brain has to do a lot of work. This reduces the customer’s attention and desire to stay on the website. Omitting!

Mistake 5: using complicated, puffy words

Can be used to convey to the reader that you consider yourself to be very important and that you are actually not interested in your understanding. Omitting!

Mistake 6: inflate text!

If you artificially lengthen your text, it is just as tasty for the reader as a glass of beer mixed with water. Please do without it. Text length for SEO is old hat and one-dimensional. A topic needs a text of appropriate length – the user and his needs decide how long it should be. And the rule is: Always as short as possible, as long as necessary.

Mistake 7: digress a lot

A classic beginner’s mistake that also happens to professionals. I tried to write a book three times. I always failed because of details in which I got lost. If you are writing text for a website, the risk is less than with a book project. But even here you can get lost as an author and get bogged down.

Don’t forget the user needs and make sure that the text doesn’t waste visitors’ time. They won’t let that happen and run away. When in doubt, ask yourself: Can the text do without this detail? Without this detail, will the reader understand the core, take in the message, get the benefit?

Mistake 8: Lots of foreign words, lots of unknown words

Unusual words make everything difficult to understand. This mistake is almost as effective as too long and complicated sentences.

Another tip: even the brains of professionals like simple, human, lively language.

Mistake 9: smear the headline

I’ve rarely spent as much time on sentences as I did on headings. The headline is the first and most important sentence of your text, your landing page. Headlines decide whether the user continues reading. Saving time here at the expense of an appealing headline is a serious and popular mistake.

Mistake 10: Promising too much

On the other hand, many titles promise more than the content then delivers. There is nothing better than giving your readers false hopes; assuming you hate your customers.

Mistake 11: cheating your marketing colleagues

Hey, between us: It doesn’t matter what the marketing guys say. Keyword analysis? Goethe didn’t have either! Generate leads? That’s what sales should do. Your text should just sound nice and please yourself.

Joking aside, a copywriter can learn an endless amount from marketers. We authors are so in love with our texts, with our language, with our structure. But all of the data and information about target groups that marketers hoard in their tools, concepts and surveys are pure gold for working on texts. It is a big mistake to dismiss marketing guidelines as annoying or even to ignore them. Unless you only write for yourself.

Mistake 12: building one-way streets and roadblocks

Readers need to know what to do after reading it. A text is a one-way street when the visitor pulls away satisfied but shrugging because you haven’t told him what he can and should do next.

Should he read something else from you? Should he click on this? What do you want from the visitors? The texts must move towards this one goal. Not necessarily through clumsy advertising, but because the text and topic lead to it simply and naturally. Of course, the topic has to be right for this.

So: if you find out about circular saws, you probably want to buy one too. Purchase advice in, links! If you are looking for safety tips for circular saws, you would also like to read a paragraph on hearing protection. And maybe a related article on the subject. And so on.

You learn to write really well when you write and rewrite everything!

Let these mistakes out and your text will be better than most out there. If you then leave out the superfluous and simply bad and wrong words, your style will also get better and better and people will read your texts carefully and happily.

Write as much as you can and get feedback – as often as possible! For example from an experienced colleague, but also from friends, customers, acquaintances. I’ve never learned as much as in the time when my lecturers and mentors threw texts around my ears and motivated me to keep getting better.

The shortcut to a good (marketing) copywriter

Here is a shortcut to the professional copywriter: Don’t just take care of yourself and your company, but also your readers. Take their point of view. Think about it.

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