Copywriting 101: How to write with clarity and establish authority

Writing with clarity is all about designing your idea to be simple, comprehensible and memorable.

Today, you’ll learn:

  • The exact process to attain clarity before you start writing
  • Exercises to strengthen your message
  • How to play with adverbs to make your writing more powerful

What’s the one thing you need to write with clarity

Your ability to break an idea into simpler sub-ideas that help the reader to absorb the information easily is writing with clarity. It’s having clarity of thought.

To write clearly, your mind should watch your thoughts slow down, sit and settle. It’s like snorkeling. Too many suspended particles affect your visibility. So you wait for the water to settle down. Likewise, to write with clarity, you should wait, think and understand clearly.

Understanding an idea happens in 3 stages:

  1. Acknowledge – Giving the idea a thought and taking the liberty to agree/disagree to it.
  2. Organize – Logical structuring of your ideas with the help of a clear goal and outline to steer your writing.
  3. Mapping – Drawing relevance. This is where all the connection happens. The place where you say – “Makes sense!”
    Example: Connecting the subheadings to the main idea so that you don’t deviate from the subject and stay focused.

Without the above steps, it becomes impossible to bring your ideas to life.

If you follow the above process, you can bring clarity to your writing — one sentence at a time.

How to strengthen your message

To write is human, to edit is divine. – Stephen King

You need not struggle to whip up a fantastic piece the very first time. It’s the editing that energizes your first draft and turns it into something more powerful.

6 kickass tips to strengthen your message:

  • Use power words that evoke a feeling, emotion or stimulate a response
  • Kill your favorite sentence mercilessly if you think it confuses your reader
  • Eliminate filler words
  • Carry out several rounds of edit to make sure your writing is clear, has a flow and gets to the point quickly
  • Replace big words with simple, smaller and unambiguous words.
  • Replace adverbs with stronger, better verbs.

Let’s see how to play with adverbs in the following section.

How to use adverbs smartly

If you are using an adverb, you have got the verb wrong. – Kingsley Amis

Because adverbs weaken your writing by sucking the energy out of a phrase. Adverbs make your writing bleak and powerless which bores the reader.

But how do you avoid using adverbs? By replacing (adverb + verb) with a better verb.

Example:

  1. She sighed irritatingly in pain and despair.
  2. She groaned in pain and despair.

What sounds better to you? The second example obviously because the better verb is doing a better job. It just sounds good. And writing well is all about sounding good.

But there are times when adverbs are a must to set the context. Sometimes, you’ve got to describe your verb more accurately to narrate the situation. And these are the only times you should pledge to use adverbs to make your writing stronger – to read your emotion.

Example:

The company urged the employees to avoid misusing the resources.

This sentence implies that the employees are/were/could be irresponsible in using the resources and hence the company issued a notice.

The company urged the employees to use the resources sparingly.

The above sentence sets the context. Why did they mention sparingly? Is the company running losses? Are they running out of resources? Is replenishing their resources becoming a big problem? The readers put on their thinking caps instantly and that’s exactly what you want as a writer.

You see – one adverb could imply so much more meaning when used smartly. So, choose your adverbs wisely.

Conclusion

When your message is clear, you naturally attract followers who’re eager to hear and learn from you. They listen to you and you matter to them. This is how you build authority with clear messaging.

Questions on clear messaging? Let’s figure it out in the comments!

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