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The Power of (Empty v. Juicy) Words

A Little Refreshment

Web copy tips - no big martinis“What a big martini!” I said to the woman at the networking mixer. And it was. But the woman just glanced at me and back to her companion, and I quickly realized the sad, negative connotation I just lobbied her way.

What I meant was, “Impressive glass, classic choice, delicious presentation!” But it was too late. At best I said something not worth acknowledging. At worst, I called her a boozer.

You only have one chance to make a great impression: in person or on your Web site. Don’t make it a big martini. My refresher lesson of the week.

Juicing Up Your Web Words

Before the martini moment, I had just read “The Perfect Compliment” by Tom Chiarella in Esquire Magazine. Cracked me up. In an effort to find the formula for a perfect compliment, this writer walked down the streets of Manhattan initially tossing out [empty, thoughtless] compliments and got less than fulfilling responses. As you can imagine.

Chiarella learned three things about compliments that I believe can also be applied to Web content and marketing copy:

  1. It’s not easy to come up with
  2. It should feel good
  3. It takes more courage than you think

Web Writing Takes Effort

When writing a headline or featured copy for your site, the first thing you think of might be perfect, but it’s probably not. Write it down, then take a good look at it. Are they empty words? Misleading words? Could they, out of context, be easily applied to your competitor?

Good Writing Delivers Good Feelings

Unless your intent is to strike fear, anger, greed, or ambivalence, good Web writing should make you and your reader feel good. Confident. Smart. They want to feel taken care of. You are looking out for them, aren’t you. To convey this feeling in your copy, you need to know what they want, where they’re coming from, and how they’d like it delivered.

Exceptional Web Content Takes Courage

It’s simply human nature to be protective. To hide our weaknesses, to show a highly polished view of ourselves and our businesses … and to stay within the norm.

It takes courage to do or say something online that everyone else is not doing in some shape or another already. To be transparent with your intentions and your limitations. To, essentially, be your true self. But when you are, you’ll stand out…

…above the crowd, the noise, and the empty chatter.

Cheers!

Posted by Shelly Bowen on Oct 05, 2009. Filed under Web Content Inspiration, Writing and Editing

 

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