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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

How to Choose the Right Freelance Writer for Your Project

You’ve put your heart and soul into establishing a business that is successful and useful so, naturally, you’d want potential clients to know that. Marketing has undergone many structural changes with our increasing reliance on digital media. It’s not only important that your company has advertising campaigns, it also needs to have a strong online presence; that means good content. Prospective clients and audiences want to be continuously exposed to information that keeps them involved, informed and engaged. While you’re occupied with the finer technical details of your project, someone needs to take care of the content. Luckily, there’s a whole range of talented and diverse freelance writers out there just waiting for the opportunity to work with you. All that’s left to do, is find the right freelance writer for your project.

How are you finding writers?

One thing that is certain is that there is a plethora of writers out there, eager to work on exciting new projects; the question is how to find the writer that is perfect for you. There are many online platforms that facilitate this.

You could place ads on job listing sites and have writers contact you with their details and samples of their work. This is simple and opens the door to a variety of writers who will work for different rates. Sites such as Upwork, Craigslist and Freelancer operate by allowing writers to create profiles and submit proposals to prospective clients. Clients can select prime candidates, conduct interviews, compare bids and view feedback from previous clients.

To focus your search even more, you could contact writers directly rather than through these platforms. This allows you to view their portfolio and see how people interact with their work, the writer’s range, their voice and how that voice is used to speak on behalf of their clients. Using agencies is often a good idea because the writers have already been vetted and are tried and trusted, and the company will be able to gauge which writer is the best fit for you.

Expert Writers

While finding a writer who is an expert in your industry may be a requirement in some cases, it’s not always necessary. Writers may not be qualified in your market, but sufficient research, attention to detail, and skill will get the job done. If you do need a writer who is familiar with your project, consider how you view their portfolios or writing samples. Don’t only look for work that reads well or is entertaining, but consider whether the writer can work with technical terms and can skillfully construct pieces of writing.


Udemy Course Marketing: Social Media & SEO guide 

Social Media

Social media is not going anywhere – use it. You may have writers in your network on LinkedIn or PartnerUp. This works well if you need expert writers; writers that have working knowledge in a specific topic or niche. Checking up on a writer’s social media can help to better understand not only their style and how they interact with clients, but also the client’s experiences working with the writer.
When you have a niche market and need writers with experience and knowledge in your field, try to form long-term partnerships, rather than working with a writer once only.

Download your free copy of 157 Ideas - Write For A Living - Freelance Writers
Download your free copy of 157 Ideas – Write For A Living

Developing Relationships

Don’t underestimate the benefits of building long-term, mutually beneficial partnerships with writers. The writer will already be familiar with your voice, style and brand, and will know what is expected of them. This not only makes the writing process quicker, it will streamline the process of finding a writer when a new project comes up.

Offering longer term arrangements with writers also means the writer is invested in your project, and will work as efficiently as possible to ensure you are eager to work with them again in the future. This may lead to finding writers that are dedicated and not just looking to make a quick buck.

While finding a writer that is talented and skillful is your main concern, consider how professional they are; do they respond promptly; are they committed to too many projects; do they follow directions?

Once you have found writers that have both these qualities, begin building a database. While having a partnership with one writer moulded to your style is ideal, writers can be unavailable, but if this is the case they may be able to share your requirements with writers in their circle.

Be specific about what you need

It’s important to be specific about what you need from the writer and it may be helpful to have an outline of your article. But don’t demand that the writer follows a specific set-up; rather allow room for creativity. Writers may be more attuned to what would make a better article. You pay for a writer allow them to write. Be sure of what you need the content to achieve so that the writer can be sure too.

Don’t forget about the mundane administrative details. It’s always important to be clear about when the project is due, whether you need updates on the progress of the project, how much it pays as well as when it pays. Avoid any misunderstandings that will stand in the way of a good professional relationship. When posting listings, make sure all the information is available, so that anyone applying is sure they are up to the task.

What to look for in a portfolio

It’s always necessary to view previous work and samples of writing. If the writer has a blog or online platform – which most writers do – read the feedback on their work. Read comments and reviews to understand previous clients’ experiences working with the writer. Look at the audience’s engagement with their work – do they respond and interact through comments, is the voice received well? References from previous working relationships is always helpful.

When looking at resumes, it’s not always necessary to have a writer with a journalism or writing degree. Writers can come from diverse fields and what is important is their dedication to the craft. Be open to writers who are not be native-English speakers; writing is an art and what is important is that the product doesn’t read like it was written by a second language speaker.

Finding the right writer is simply finding a writer whose style and voice compliments your project. Ensure that they have the same vision for the project and that they have the commitment and skill that will contribute to a dynamic and prolific professional relationship.

A bit about the Author

Sam Hoffman is a South African an Artist, Writer and Entrepreneur with a passion for beautiful words and ideas. She takes special joy in nurturing these ideas and watching them grow from inception to results and sharing her expertise with others.

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If you have any feedback or wish to guest blog for The Write Styles, please don’t hesitate to contact me. I would love to publish your work on our site.

Blessed Be,

Sancheo