There are two things that great marketing copy is not:
- A vocabulary test.
“Sesquipedalian” is one of those vocabulary test words. I could have easily chosen “wordy” or even “verbose” and made the same point. Yet, many writers of technical or marketing copy believe in using long words, no matter how obscure.
By contrast, professional writers know:
- You can reach more readers faster with everyday language.
- Unnecessary 4- and 5-syllable words (functionality, maximization) slow readers down even when they do understand them.
- Clear is better than concise; if it takes 3 extra words to be perfectly clear, use them.
All writing is communication. Even the most difficult content is trying to communicate. So if “difficult” is not your priority, why make your audience work hard for what you desperately want them to know?
I challenge you to take any marketing or technical copy and circle every word over 3 syllables. Now replace those words with words of 3 syllables or less. You will be amazed at the power your words achieve when most of your writing relies on 1- and 2-syllable words. And your readers will understand what you have to say faster, a major benefit in turning them from prospects to customers.
Once you have simplified your words, you should shorten your sentences by aiming for an average of 18 words per sentence. Shorter sentences are fine; very few if any should exceed 24 words. For this purpose, a colon before a list counts the same as a period–just make sure you are using the colon correctly.
Now that you have small words and short sentences, review your paragraphs. Most paragraphs should be 5 sentences long (or 120 words) at most. Any document that contains 10 paragraphs would benefit from subtitles; as shown here, you can also use subtitles for shorter documents.
Alternatives to Words
Finally, consider the alternatives to words: graphs, photos, illustrations, video, graphic design. Words are not the only way to communicate, and it is absolutely true that a picture is worth 1000 words–if it’s the right picture.
With these techniques for writing marketing and technical copy–using small words, short sentences, short paragraphs, and graphics–you will communicate with more power, more speed, and fewer sesquipedalian failures.
Sharon Bailly founded TWP Marketing & Technical Communications 20 years ago to help large and small businesses communicate with their clients through articles, case studies, insight papers, newsletters, and blog posts. She can be reached through LinkedIn.