Activating Your Writing
by Pamela Ross
The most effective copy tends to be declarative, straightforward and — above all — easy for consumers to understand. These qualities are especially crucial in audio ads, which make up the bulk of Write Label’s projects. Without a visual component, copy that’s meant for radio or podcasts must be unmistakably clear. That’s why today we’re focusing on ways to “activate” our writing — in other words, how to eliminate anything that detracts from its impact. Ready? Let’s dive in!
- Make the subject of your sentence a noun, not a verb, to avoid passive voice.
Example: At Sophie’s graduation party, enticing hors d’oeuvres will be served by Tasty Bites.
Revised: At Sophie’s graduation party, Tasty Bites will serve enticing hors d’oeuvres.
- Eliminate or shorten prepositional phrases for less clunky phrasing and more declarative copy.
Example: Come on out to Vertex’s job fair on May twelfth, at which you can interview on the spot!
Revised: Come to Vertex’s job fair on May twelfth, where you can interview on the spot!
- “To be” verbs don’t necessarily have to be (ahem) avoided, but they sometimes weaken passages. With a little creativity, we can spice up bland phrasing and increase concision.
Example: Our cakes are decorative and delicious and delight our customers.
Revised: Our decorative, delicious cakes delight our customers.
- Excise unnecessary gerunds that take up space.
Example: The Soda Shoppe is inviting you to its Grand Opening event!
Revised: The Soda Shoppe invites you to its Grand Opening event!
- Might, may, can, could, possibly, etc. Unless included in specific verbiage the brief requires, these “hedging” words can sound weak or indecisive — not how a company typically wants to be portrayed. If possible, avoid them.
Example: Food pantry donations can be dropped off at Cambridge Town Hall.
Revised: Drop off your food pantry donations at Cambridge Town Hall.
