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Words are hard. Too often we use too many, too few, or simply the wrong ones to convey the message we are trying to send.

Ironically enough, many words have been written about how to write good words. After reading many of these books and blogs, it’s clear that there are 3 principles which separate writing that people actually read from writing that needs a little work.


If people are engaging with your copy, they likely aren’t doing so for leisure. They need something. Something that they think you might have. Get to the point and be as clear and concise as humanly possible.

Pro tip: write up everything you want to say for a particular piece of writing and then come back the next day and clean it up. The perspective of a new day can help you step out of your own head and read something from your customers perspective.


The minute your reader starts to glaze over your words because they don’t mean anything to them, you’ve lost the battle. Don’t use buzz-words and tech-speak unless you have to. Words that can reach the broadest of audiences always perform the best.

But don’t just avoid industry-specific words. Also avoid anything that doesn’t spark imagination. “Synergistic, Empowering, Solution” and similar terms won’t make your reader pause. Use terms that can be painted in their mind and leave a lasting impression.


Step 1: Consider what your audience needs to know from what you’re writing.
Step 2: Write to them and with them in mind.

Too often, organizations fall into the trap of talking about themselves. “We do this” and “we do that,” but they fail to identify their customers needs and describe what life will look like when they start working with you.

In the end, it’s good to remember that words can always be updated and improved. If you think what you are trying to say could be said better - we can help.

Book a discovery call with TwoTone Creative today!

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