Using the right words

Apr 15, 2004

It all depends on the words you use, the way you use them, the combinations you use them with, and the way you decide when not to use them - it’s all about words.

Sadly, the small-sized businesspersons do not take copywriting seriously until it’s too late. 95% of businesses fail because they fail to convey their message. Their copy is not convincing enough. By “convincing” I don’t imply that you goad your reader with your words so much that he or she runs away from your website as if a ghost has been observed.

Succinct, simple and well-meaning words can convey your message better than complicated, jargon-ridden expressions. If you want to sell a car, don’t talk about the mechanics and the engine details, but how comfortable your car is, how easy it is to drive, how many people can sit in it and how much petrol it saves. Talk in a common buyer’s language, not a mechanical engineer’s language.