Anyone can write. But knowing how to write correctly is a profession in its own right. Here are five secrets, used by top copywriters around the globe to improve your writing style and write texts like a pro …

1. Do not write as you speak

The development of voice recognition (Siri, Alexa and other enchanting voices) may make this rule obsolete soon, but as long as artificial intelligence does not replace human prose, refrain from writing in the same way as you speak.

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Unless you have an innate gift for rhetoric, inject some elegance into your sentences, avoiding as much as possible “on” or “is”, and trying to improve your turn of phrase.

You can talk like this at the restaurant

Do you agree that we sign the contract this Wednesday?

In writing, it is better to express yourself in the following way

Do you agree to sign the contract this Wednesday?

2. Put only one idea per sentence

Before claiming to improve your style, you must start with bring order in your ideas! In other words, think about what you want to say before you worry about how you want to communicate it. To be easily understood, a sentence should ideally only containone idea at a time.

Especially not

If your customers do not spend enough in your establishment and they do not come often enough to your premises, then you must at all costs try our method “How to retain your customers and make them spend more”, which will allow you to learn several ways to fill your store and increase your sales.

Much better

Are your customers not spending enough in your establishment? Aren’t they loyal either? Try our method “How to retain your customers and make them spend more”! This teaches you the different ways to attract more customers to your store and increase your sales.

3. Write in the present

Past past, conditional, present subjunctive: unless you want to lay a novel and apply to Goncourt, forget the richness of time and opt for simplicity instead! In business, simplicity is revealed in the present.
First, because this is the easiest time to understand – remember that one of the goals of corporate communication is to convey a message in the clearest possible way.
In addition, the conjugation and the concordances of time are obvious, which saves you a lot of headaches. In short, in communication, the present always has a future.

Do not write to the past

We had signed together a contract still in force. We were satisfied with it until today. The procedures of our suppliers and the legal standards in force force us to rethink it.

Rather write in the present

We are satisfied with the contract that binds us. However, our suppliers’ procedures and legal standards force us to rethink it.

4. Build short sentences

Prefer a series of small sprints to a long marathon. Certainly, you will say to me, the average sentence at Proust has 43 words.
The same author, in his immense verbal generosity, has already split a sentence of 856 words in Sodom and Gomorrah, while Victor Hugo used the 823 words in Wretched.
But in corporate communication, an interminable sentence provokes, in order, the following three reactions:

  1. An effect of weariness;
  2. A drowsiness deep;
  3. A antipathy pronounced for your brand.

In general, the shorter a sentence, the more readable it is. Some researchers believe that the ideal sentence for our brain contains between 15 and 20 words.
Start by removing as many “and” as possible and replace them with periods. Then do the same with the commas, if they lengthen and unnecessarily complicate your sentence.
Be careful, all the same: comma can be very useful in rhythming your prose.

With the “and” and the commas, you almost need to have studied linguistics to decipher the message

Last month, our purchasing department lacked responsiveness by not following up on the call for tenders from company X, nor did it complete a request for deferral from client Y, who wanted to obtain a delay additional payment, and as I have not been informed, I require that the next time I call, I will always receive a copy of the procedures.

Without the “and” and by limiting the use of commas, the request becomes clearer

Last month, our purchasing department lacked responsiveness by not responding to the call for tenders from company X. It also failed to respond to a request for deferral from customer Y. He wanted a additional payment period. Since I was not made aware, I now require a systematic copy of the procedures.

5. Favor the active form

Make sure you write in the following order: ” Subject verb complement “. And not the reverse.
The sentence will then pass from the passive form to the active form, much clearer and more concrete for the reader. And much lighter, too!

Resist the temptation

Many redundancies in your text are eliminated by the active form.

Serve at will

The active form eliminates many heavinesses in your text.