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When it comes to writing advertorials, scholars need not apply. That doesn’t mean that it doesn’t take some real skill and know-how to make your advertorials zing. But you certainly don’t want your copy to read like a textbook.

Instead, you want your writing to jump off the page. You want it to grab your reader and pull him in. And you don’t want him to come up for air until he’s paid in full. The way to do that is to keep your copy simple.

Simple copy has three main components: short words, short sentences, and short paragraphs.

It really is that simple. But don’t think that simple means easy. Mark Twain once said, “I’d write you a shorter letter if I had more time.” Twain knew how hard it is to convey every necessary thought in a short concise way. It takes time and hard work. But you can do it. Here’s how:

Start with the words you use. Keep them as small as possible. I like to have an average word length of 5 letters or less. Anything longer, especially if there are a bunch of long words, will stop your reader cold. And you’ll miss the sale.

Obviously, you can’t write everything with short words. But the shorter your words, the better. Instead of saying, “intelligent,” use the word, “smart.” Instead of “automobile,” say “car.”

In addition to short words, keep your sentences short. Each sentence should convey one thought. And only one thought. Putting two or more thoughts in a sentence confuses the reader. It also stops him from gliding through your copy. And it leaves him gasping for breath. An out-of-breath reader is a tired reader.

You want your reader energized and ready to buy. Short sentences leave him with plenty of energy. So what is a short sentence? Anything with 16 or fewer words. It’s difficult to make that happen through your entire advertorial. So go for averages. Keep the average length under 16 words per sentence.

Much like long sentences, long paragraphs can really slow down your prospect. A long paragraph, even with short sentences, is seven sentences or more. Most writers get hung-up here. Their training says a paragraph can end only after an idea is fully developed. Not in advertorials.

Remember, your copy has to glide like a greased chute. If your paragraphs are too long, your reader hits a speed bump. So how to you keep your paragraphs short? It’s easy. Pick a place and hit the “Enter” key. Yep. That’s all there is to it. Of course, it helps if there’s a little break in the flow. But don’t let memories of your high school English teacher hold you back. You aren’t writing a novel. You’re selling products. So hit the “Enter” key and keep your paragraphs short.

Oh, and just in case you’re wondering, this article has 4.3 letters per word, 9 words per sentence, and 5.6 sentences per paragraph. I’ll show you how to figure that out in a matter of seconds in my next post.

Have you written an Advertorial for your business? Send that advertorial with your proposed budget to AdvertorialAgency.com.

AdvertorialAgency.com works with clients to get the best value for the advertorial marketing budget.

Internet site references:

http://advertorialexpert.com

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