This One Technique Brings Unbelievable Clarity to Your Business Writing (and How to Do It)

Wanting to improve your business writing? Award-winning, Hisham Wyne, shares ‘one technique brings unbelievable clarity’. Hisham is a brand consultant, content creator and an expert copywriter. This technique is sure to bring results. All the very best!

This One Technique Brings Unbelievable Clarity to Your Business Writing (and How to Do It)

“The most complicated skill is to be simple.”
― Dejan Stojanovic

Hisham Wyne One Technique Brings Unbelievable Clarity

Want to write better? Google it!

Courtesy the Internet, there’s no shortage of helpful resources out there – from boiling the perfect egg to improving your writing efficiency and achieving your writing goals.

But what is obscured in this deluge of information is one trick that every writer must know – regardless of whether you make a living as a freelance content writer, or are expected to help your firm sell better.

It’s the one trick that can disguise a multitude of writing sins and also improve traction. And here it is: clarity through simplicity.

Why simplicity matters

Whatever discipline you may be in (advertising, web design, copywriting), simplicity is one of the most important skills that you will need to learn and hone.

According to a study conducted by Google in 2012, it only takes a fraction of a second for visitors to judge whether a website is beautiful or not. Interestingly, the majority of respondents in the study rated simple websites as more beautiful than visually complex ones.

Why?

In simple terms, the human brain gives preference to things that are easy to digest and understand. This concept is known as cognitive fluency.

Take websites, for example. At this point, you have probably visited hundreds of websites. More than likely, you have a list of websites bookmarked for repeat visits. You’re comfortable with them, and come back over and over. But when you visit a new site that has heaps of information, you get lost. Things look unfamiliar. Your dwell times reduce. Your bounce rates go up. Simply put, you just don’t spend as much time reading the content.

Your brain craves the familiar because it is easier to process. And when in unfamiliar territory, you crave simplicity.

One Technique Brings Unbelievable Clarity Hisham Wyne
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The science of simplicity

The human brain prefers less visually complex websites because these are less taxing. The important thing is that simplicity isn’t just important to visuals. It also applies to copy and content.

The human brain prefers less visually complex websites because these are less taxing. The important thing is that simplicity isn’t just important to visuals. It also applies to copy and content.

Good copywriting shares a few qualities with good design. One of those qualities is simplicity.

Why simplicity matters in writing

Learning and mastering simplicity is difficult. That is why it’s an easy temptation for writers – particularly unsure writers, or those writing in a non-native language – to use verbosity, jargon, and ambiguity as crutches.

Academic writing is a major culprit. University students write like their professors; cranking out sentences stretched to breaking with esoteric words and complicated construction – for no good reason. It’s almost like academics are afraid of being understood too easily.

You might get away with it in academia – I know I did. But the real world isn’t as forgiving. Writing with simplicity and clarity is key.

But don’t get me wrong: simple isn’t easy. Simple is hard. It entails discipline, attention, and critical thinking. Simple takes time. Remember that Blaise Pascal once started a correspondence by saying “Excuse the long letter, I didn’t have time to write a short one.”

Hisham Wyne One Technique Brings Unbelievable Clarity

Think back on the ads that have appealed greatly to you. What do you remember? Simplicity.

Seasoned copywriters spend years honing their skills so they can get the point across with elegant simplicity.

Simplicity is a copywriter’s best friend

Over the years, you may have accumulated a few habits that may work well for you if you are striving to be a fiction writer. Or a columnist, or perchance a food critic.

Business copywriting is different. And in order to be successful, you need to shed these habits. And avoid the words and constructs you most like. To paraphrase William Faulkner, you have to kill your darlings.

So here a few tips to start bringing simplicity to your copy:

Never make it about yourself

There might be a time and place to showcase that tremendous vocabulary you’ve spent years developing. Working on client copy is not it.

One of the key mistakes new writers make is trying to impress by piling on the words to show how adroit they are with language. That’s not going to work. Even if the client likes it, verbose copy doesn’t sell as well as simple sentences.

Don’t make it about yourself. Use your copy to help brands that have hired you sell better. Once audiences start responding to your copy, you’ll get hired again.

Your readers don’t care about emotional connections

 

Hisham Wyne One Technique Brings Unbelievable Clarity

There are essentially two types of people who will read corporate copy.

First, you have people who have inadvertently stumbled upon your work. It is highly likely they won’t bother reading – because your work just doesn’t apply to them.

Second, you have people who are looking for solutions to specific problems. And they’re hoping your client can help them with specific services. So your job is to tell audiences a) how your client can help, and b) why they’re a good choice. Quite simply, your goal as a copywriter is to help your clients make the sale.

Ditch the thesaurus

Again, don’t use words you don’t need to. Remember, your audience has a lot of things competing for attention. You need to get your message sinking in fast. As a copywriter, think about whether someone will understand what you’re saying if they only skim.

Apply the 10-second test: Will brand new readers get your point in 10 seconds? If not, it’s time to hit the drawing board again.

Think mobile

More and more content is now accessed online. As a copywriter, you need to constantly think about how your copy works on a small screen. Edit and rewrite. And then edit and rewrite some more – till your content doesn’t overwhelm small screens.

So what’s the bottom line?

It’s simple.

As a copywriter, your goal is to help clients hit their business objectives. And that means creating copy that their audiences respond to. Simpler copy can be read faster, and understood better by more people. And that means more eyeballs, which translates to better sales.

A bit about the author

Hisham Wyne - One Technique Brings Unbelievable Clarity Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. During his time in the Middle East, Hisham has collaborated extensively with blue-chip companies including Twitter, Microsoft, LinkedIn, Harley-Davidson and Aston Martin, and helped government concerns such as the Dubai Internet City, in5 and the Dubai Design District. Follow him on Twitter and LinkedIn.

I love this Hisham’s work! Her has such an energized manner of writing.  If you wish to be energized while at your desk, be sure to read how to Write and Stay Healthy with Carla West.Hisham Wyne One Technique Brings Unbelievable Clarity

If you feel you have insight’s to share and would also like to Guest Blog, please feel free to contact me. I would love to publish your thoughts or ideas.

Blessed Be,

Sancheo

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