Make the words on you web site work

I’m reading a new book by Dr. Frank Luntz called “Words That Work.” I’m only into the first chapter, but WOW there is some profound stuff here you can use when writing web copy. Here are the first five of his ten rules to effective communication.


1. Simplicity: Use Small Words. If someone needs to reach for a dictionary to understand what you are saying, you are going to lose then. Don’t make your reader work too hard. Your not dumbing down your content, your making sure it gets heard.

2. Brevity: Use Short Sentences. Pick your words so a small sentence gets to the point quickly. You want people to hear your message. Package it for easy consumption. But if a picture can say a message more effectively, use it instead.

3. Credibility Is As Important as Philosophy. From the book: “If your words lack sincerity, if they contradict accepted facts, circumstances, or perceptions, they will lack impact.” The general public has a very good bullshit meter. If you’re stretching the truth, they will know it. If you state your product is “new and improved” it better be in some real and tangible way to your customers.

4. Consistency Matters. Repetition will get your message heard. That means sticking with it even though your sick to death of it. And repetition will get your message remembered.

5. Novelty: Offer Something New. In your web copy you should give your reader a new take on an age-old idea. Write some thing that will get attention and then repeat it over and over (rule #4). If your message generates an “I didn’t know that” response you have succeeded.

I’ll write about the last five in a later blog post. But for now these five can really help you write copy for you web site that works.

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Bob Erwin
NewInk Marketing