It’s a communicator’s worst nightmare.
Mine, too.
You have ideas to share, but nobody listens.
You’re asking for a sale, but you’re ignored.
You want to inspire people, but everybody continues doing their own thing.
Sometimes you want to shout HEY! YOU! LISTEN!!!!
But you’d look like an idiot. And you know it wouldn’t work.
Do you ever wonder how you could sound like a real authority and get people to listen to you? Would you like to know how to turn flaky writing into persuasive content?
Let’s look at 5 simple writing tips to make your content so powerful, that readers listen to your ideas, act on your advice, and buy your products and services.
Ready?
Tip 1: The basis of powerful writing
Flaky writing rambles, rattles, and prattles.
Powerful writing, in contrast, is simple and to the point.
If you can’t explain it to a six year old, you don’t understand it yourself.
~ Albert Einstein
Everyone can string a series of sentences together. Writing a lot is easy. But real authorities peel off redundant layers to get to the core of their message. They ignore irrelevant thoughts. They don’t side-step into interesting information that might be related but that’s not relevant.
Wishy-washy writing lacks focus. It communicates too many different ideas. So, before you start writing, think about your message and how it’ll transform your reader. Cut all rambling and irrelevant thoughts.
Tip 2: The full stop is the most powerful punctuation mark
Long sentences are hard to read. They make your readers tired.
And when readers get tired, their mind wanders off. They stop paying attention to your message.
This undulating sentence contains 36 words:
Rather rambling, right?
Now, notice how powerful the same content is when chopped up in 4 sentences:
Using the full stop more often is the easiest way to add power to your words. Look for long sentences in your content, and chop them up.
Tip 3: Authorities are bossy (in a nice way)
Does power make you think of dictators, bullies, and other dominant personalities?
As Sally Hogshead explains in her book Fascinate, power lives on a spectrum. Power’s gentle side manifests itself in the parental nudge and in the sports coach who motivates you to train harder.
Powerful writing inspires readers to take action. A good sales page, for instance, encourages readers to click and buy. Strong social media updates make people click to read more. And authoritative blog posts motivate readers to implement your tips.
To gently poke readers into action, use the imperative form of a verb. The imperative form is like a command. It can be strong or friendly:
Be nice!
Just do it
Sit down, please
Pass me the salt, please
For comparison, the following sentences are statements rather than commands. These sentences start with a “subject” (Henneke, you, the cat) and do not use the imperative form:
You’ve been so nice to me.
The cat tiptoed over the piano keys, creating a wild cacophony of sounds.
Here’s an example of a wishy-washy call to action, without the imperative form:
A bossy call to action uses imperative form:
Using the imperative form in your blog posts is easy, too. Here’s an example of feeble guidance without the imperative form:
When using the imperative form, the same guidance becomes bossier, tighter, and more inspirational:
Want to inspire your readers to take action?
Be bossy. Use the imperative form.
Tip 4: Powerful writing is concise and precise
Redundant and filler words undermine the strength of your message, like adding water to wine. Yuck.
Here’s an example of flabby content:
And this is how you trim the flab:
Powerful writing is fluff-free. No filler words. No gobbledygook. No exaggerated statements. No water in your wine.
Want to learn how to trim flabby writing? Learn how to eliminate weak phrases here. And then learn how to choose power words here.
Tip 5: Borrow authority and steal power
Smart writers don’t solely rely on their own words to persuade their readers:
- Use a client testimonial to add credibility to your statements—a specific and non-sugary testimonial can help overcome a reader’s objection
- Present a case study to demonstrate how your service or product transforms people’s lives
- Get an endorsement from a well-known person or someone working for a famous brand
- Ask authorities for comments, or quote from their books to show you know your field
- Find data and figures to add substance to your words
Stop publishing flaky writing
Don’t wait for your authority to grow naturally over time.
Instead, start communicating with a powerful voice now.
Communicate your ideas with power, and you’ll gain recognition as an authority. People will listen to you.
Powerful writing isn’t an option. It’s a must.
So, next time you edit your content, apply each tip on this list. Write with authority. Win more business. And inspire more action.
What are you waiting for?
Recommended reading on powerful writing:
172+ power words for persuasive business content
99 strong verbs to make your content pop, fizz, and sparkle
How punctuation shapes your voice
I love this!
“Borrow authority and steal power.” Just what I needed to hear.
Bullet #4 in Tip 5 speaks directly to my situation. I was about to omit quotes from others in my field. I thought it was too much information for readers. My first inclination was right to include them. Thanks Henneke for confirming I was on the right track!
Thank you, Grace.
Regarding quotes, I also like the point that Roy Peter Clark makes: “Only quote people who can make things clearer than you can.”
This is my first time reader. I’ve learned a lot on powerful words. I’m a song writer, and have learned a lot. Thanks.
Thank you, Nootie. I’m glad you find my work useful.
Thanks Henneke. Great lessons for me. I will start putting them into practice from now on.
Thank you, Vandana. Happy writing!
Thank you Henneke, for the powerful messages.
I’m a person who focuses a lot on details. When after a while sending the message online for the reader, my teacher for example, hell it’s a wall of text, and I’m not sure I myself will be able to read it thoughtfully. Actually I’m applying your tips right now in this comment 😀
Yes, my cousin complained when I showed him my journal that my presentation is too wishy-washy, rambling, too long and distracted.
So I’ll try to say less, but more precise and get-to-the-point. So the reader and myself can be more comfortable and saving time when solving works and messages 😀
I’m glad you’re finding my blog posts useful. Being precise and getting to the point isn’t easy. It’s normal that it takes a lot of hard work and discipline. One trick to try is to write a draft and then force yourself to reduce it by at least 50%. Next, review the shorter version. Does it achieve your purpose?
Skill Kills
It is always an amazing experience for me to read what you write. You breathe life into the words and then these words sweetly kill your readers. Interestingly, they come back, only to get killed again. Coincidentally, I also kill my readers. But when I kill, I do a thorough job. No comebacks.
Smooth article Henneke. Thank you for sharing.
PS: I am picturing Einstein explaining his theory of Relativity to Henrietta[when 6 years old] 🙂
I’d imagine Einstein and Henrietta getting along well! 🙂
“Flaky writing rambles, rattles, and prattles.” Love that line.
Thank you, David. A fan of alliteration, eh?
I am new at blogging and love all your posts! They are jam-packed with useful information, and I learn so much from them. Keep them coming!
Thank you, Sharon. Happy blogging!
You’ve made my day.
This piece of writing has so many things to learn for preparation of better content.
I believe you have explained most important things in a concise way.
Keep doing it.
You’re next Cambridge university for aspiring writers.
Wish you best of luck.
Thank you so much, Zahid. I’m glad you found this blog post useful. Here’s to more powerful writing!
Henneke:
You are right, and I love how you say it: “Flaky writing rambles, rattles, and prattles.” What a memorable and fun sentence that is! And yes, the best writing is to the point. When a writer creates long-form posts simply because Google likes it better, I suspect the reader quickly abandons it. I know I do.
I’m with you, Cassie. I also don’t like it when people write long posts because Google might like it better. I prefer writing for humans 🙂
Thank you for stopping by. I appreciate it 🙂
I recently discovered your page a few months ago and when I am in a rut, I dash to your site and it pacifies me with its no-nonsense advice.
All 5 tips resonated with my struggles. I am adding them to the writing systems I’ve created for myself to keep my ideas in tip-top, reader-friendly shape.
THANK YOU!
Thank you so much for your lovely compliment, Dorian. I appreciate it 🙂
I always love tips like these… very refreshing. I sometimes struggle with using “flabby” words to make writing seem more conversational. Any thoughts on this?
There’s a difference between conversational writing and talking. Writing is a lot more concise than when we talk, so you don’t need to use flabby words. Instead, try eliminating difficult words and use simple words instead. Adding questions can also help. You may find this post I’ve written for Copyblogger useful: https://www.copyblogger.com/how-to-write-conversationally/
You are persuasive, methodic, and punctuality.
All in one, you are authentic.
Thank you, Baldev. I appreciate your comment.
Really cool advice.
You changed my writing style a lot. Now, I know how my post should be clearer than ever.
Thanks!
Great! Happy writing, Henry 🙂
I know I have a tendency to be wordy and constantly strive to cut out the fat. This post is a beautiful and concise reminder to do just that.
Thanks!
I so agree with all of the above, especially how Jenna Dalton says it. This post is frame-worthy!
Your work consistently (and simply) empowers immediately – i.e. gives me a kick in the pants to apply to whatever I’m writing NOW.
(Hmm, were those sentences short enough or too flabby? 🙂 ) Love your style, Henneke!
Short and sweet, JoAnne 🙂
Happy writing!
Another great post I’ll refer to when I launch my new blog.
As a beginner to the blogging space I was led to believe that you post and the readers will come, boy was I led wrong.
What you said about not waiting for your blog authority to grow naturally overtime is something I want to aim for when I launch my blog.
Thanks for a wonderful post.
Yes, authority grows over time, and it grows faster if write like an authority. Good luck with launching your new blog!
I always make my words brief and precise, so people will not be confused about my point. Thanks for your wisdom Henneke. Continue to share your wonderful thoughts.
Thank you, Barbara. 🙂
Great post Henneke. I’m relieved that my bossiness is okay. I’m a firm believer that non-fiction writers and bloggers must NEVER be hesitant and wishy-washy.
Thank you, Eeva. And yes, your bossiness is okay. Even I like to be told sometimes what I’m expected to do next, and I’m very rebellious 😉
‘You want to inspire people, but everybody continues doing their own thing.’
Don’t I know it.
It’s hard to make people listen if they don’t want to listen. If people are not open-minded, it’s almost (?) impossible to make them listen no matter how authoritative you are.
And of course that is fine, we don’t want to listen to people we disagree with either 😉
Hi Henneke,
I recently found your site and signed up for the Snackable Writing Course. Boy I love it! Your website content rocks, too.
There are many things in my copy and my writing habits that just don’t work. But now I know what to fix and I’m full of ideas. Thank you!
Hi Kajja
Nice to “meet” you! Great to hear that my content is helping you fix your writing. Your comment put a smile on my face 😀
I think quite a few of us are guilty of rambling and long sentences, Henneke. I suspect it is following the rule of write like you speak and forgetting that even when we speak, we do stop to gulp. 🙂
Most of my editing relates to shorter sentences, paragraphs and putting in words to convey authority. Must try the other tips.
Yes, I have mixed feeling about this idea that we should write like we speak. Of course, I’m for using everyday language (or even slang) and avoiding gobbledygook so our writing sounds natural. But good writing is a lot more concise than when we speak. My experience is that my first draft sound like written text and I have to edit it so it sounds more conversational and is easier to read. As Elmore Leonard said: “If it sounds like writing, I rewrite it.”
Thank you for stopping by again!
Henneke, this is absolutely a checklist to use for writing anything – sales page, blog post, tweet… (And, of course, I’ll be using it regularly!)
I know that I can always work on tip #3 – “Authorities are bossy”. If you ask my husband, I’m totally bossy. 😉 But I tend to not be as bossy as I should be when I write. I’ve come to appreciate that people are coming to my blog looking for authoritative advice and help. Not someone to meekly say “maybe you want to try this. It might work.”
Thanks again for the great push to consistently write better. I’ll be sharing this far and wide because it’s that helpful.
Yep, that’s it! People are looking for authoritative advice (and a personal voice).
In my first draft, I tend to write rather meekly, too. I also use phrases like “in my opinion” which are totally unnecessary. You know I’m writing this and that it’s my opinion, don’t you? By adding such phrases, I undermine myself.
Thank you for sharing! 😉
(And yes, husbands should sometimes be treated with a certain bossiness. 😉 )
Hay! I heard that. 🙂
Spot on, Henneke.
I have no trouble writing simple copy that gets to the point quickly. But I do have to make conscious efforts to write shorter sentences. And I’ll now remember to check my calls to action for “bossiness”. 🙂 It makes sense that polite suggestions result in fewer conversions than strong commands.
Thanks for the reminders.
I guess bossiness doesn’t come naturally to many of us. I need to consciously edit for it, too. 😉
Thank you for stopping by and for tweeting!
Hey Henneke,
What great advice. This post touches on all points to make writing more powerful. Tip #1, I’m a victim of. I don’t make my writing simple enough. I feel as though I have complex sentences from time to time and I need to do a much better job of post-editing to make my writing more simple AND use power words.
Great post overall.
– Andrew
We all tend to use complicated sentences and write undulating paragraphs. You’re not alone!
Simple sentences are the hardest to write.
Thank you for stopping by, Andrew!
Such an inspiring post!
I have noticed that whenever I tell a story, I end up creating a favorite post.
Now to get them to realize I’m not doing this just for the stories! I need some way to help them see they are not bedtime stories!
Maybe more “bossy” will do the trick?
Thanks, dear Henneke, for great instructions and as always, a darling drawing!
Stories are great way to connect with people. I’m sure your readers know they’re not just bedtime stories!
And purple-haired Henrietta is certainly ready to throw a few punches and show who’s the boss 😉
Thanks for your kind words, Katharine!
Hi Henneke,
Thanks for the refresher. I am still starting out on this adventure and I realize I have already forgotten some of the golden rules! Not good. I do recall the advice that your Call To Action should never be in red font. What do you think? The theory being that red is angry and off putting.
Thanks for a great read again! Jeanne
As far as I know, the main rule for the color for a call to action is that it must stand out, so it depends on the color scheme of your site. For instance, my color scheme is purple and orange. When I changed the button to join my snackable course from orange to green (so it stands out more), clicks increased. But this doesn’t mean that green is always better. If my site was already mainly green, then it would be better to go for orange or red.
Glad you enjoyed the post, Jeanne! 🙂
Thank you for your perspective. I appreciate it. Jeanne
Thank you so much for this great content. Trying to find the right balance in my writing has been somewhat of a challenge. I can use these tips right now.
Great! Good to hear 🙂
Once again she cuts to the chase.
Single mindedness, and I hold the ace.
Don’t say in a spree, what takes only three
words wonderful space.
Yep, single mindedness 🙂
Thank you for your poem, Carol!
Its ironic. Writing shorter is harder. My first draft is always rambling. It takes time and effort to come quickly to the point. But the effect is worth it. Thanks for the reminder, Henneke.
Yep, it IS hard. I spend more time editing than writing. I’m not sure how common that is. It would be interesting to find out, wouldn’t it?
Someone once said, “Good writing is 10% inspiration and 90% perspiration. And the secret to good writing is re-writing.
Yep, so true. So perhaps it’s not so bad that I spend more time editing than writing a first draft?
I’ve also found that when I do the work (i.e. when I start and keep writing even when I don’t feel inspired), then inspiration will eventually arrive. If I’d wait for inspiration before starting to write, then I’d rarely publish anything! 😉
Absolutely!
Which is why I am so glad we can compose in Word and then copypaste!
And I’ve proven it true so many times, waiting for inspiration! Arrgh!
Super helpful post Henneke. My favourites are the full stop and short sentences – I’m loving even one and two word sentences. You’ve reminded me to use the imperative more – seeing your examples it’s a lot more powerful!
Thank you for another inspiring post
Tracy
The imperative is interesting. You can notice the change of tone. When you include the imperative more often, the content becomes stronger. In contrast, when you include more questions, you sound more engaging. Using them both creates a strong and engaging tone.
Thank you for stopping by, Tracy 🙂
Another great article! Time and attention spans are short. Cut the fluff and get to the point!
Exactly! 🙂
Dear Henneke,
Simple.
Powerful.
Appreciated.
Regards,
Steve Wagner
Robin Williams and Direct Response Copy: http://linkd.in/1KBChMa
🙂
Henneke,
This one is a review-it-every-day-before-you-write-a-word.
Writing’s best practice found here! “Borrow authority and steal power.” What a creative way to define research and demonstrate its usefullness.
Here is a new wrting analyzer thingie from IBM. Doing their best to inch toward AI. It’s fun to fiddle with it.
https://tone-analyzer-demo.mybluemix.net
The analyzer suggests the tone of this article is anger (90%) and cheerfulness (86%). The writing tone is mainly analytical (83%).
I’m not sure I agree with the angry emotional tone… Bossy might be a better way to define it 😉
Nevertheless, these things are always fun to play with. Thank you for sharing, Curtis!
Anger and cheerfulness. That is a hoot. I didn’t want to bias you before you tried it. As always you were very generous. I think at this point it is an epic fail. That they could sell this service to anyone as a writing tool is mystifying to me. But, we live in a time when being mystified by technology is certainly the thing to do. And, there is the matter of cost recovery when a new toy gets built. Something tells me this one won’t “scale” as it is said.
Love your “Borrow authority and steal power.” The best way I have ever heard that said.
Soooo, if what you do is bossy keep it up. 🙂
For the record this post is —-Social Tone 90% — Agreeable, Conscientious, Open with a tough of analytical, confident with a twist of tentative on the writing end. On the em0tion side it was Cheerful, Negative with a twist of Anger. Big Blue found 1 word it designated as angry. I think I will be waiting on Rev. 200.00
I didn’t dive into the nitty-gritty, but it seemed like they’re only analyzing the tone based on the words used, and don’t consider whether people use questions or the imperative form or long vs short sentences. It seems like they’re missing a trick.
I think the words “cut” and “crappy” were deemed to be angry words. The tool didn’t understand the humorous tone in “Henneke wrote another crappy blog post” 😉
It’s hard for machines to understand the subtlety of language!
Another great post, Henneke.
Tips 1 & 4 are always a challenge for me. I write my first draft like I would speak. That’s why there is so much flab in my first draft. I don’t edit when I speak.
Cutting the flab during editing is hard work. But does come easier with practice.
Yes, it’s a challenge for all of us. You’ve not seen how much flab I’ve trimmed from this post 😉
And you’re right – it’s definitely becoming easier with practice. I spot the flab quicker, and I also find it easier to know how to deal with it than a couple of years ago. Good to see you again, Bill!
Hey Henneke,
That’s a powerful blog post. You’ve just demonstrated your tips right in your post!
I like short sentences and yes long sentences are boring. It is easy to make people lose attention by writing long sentences.
Short, punchy sentences make it easy to emphasize something.
Cheers,
Jane.
Yes, I’m doing my best to walk the talk 😉
Sometimes it feels like I’m putting the bar higher and higher for my own writing.
Thank you, Jane
Hello Henneke,
Thanks for an inviting post and learned a lot about being bossy and changing the way I write call-to action to gently remind reader to take action. Your post are extremely helpful when it comes to writing succinctly instead of making sentences long and boring.
Thank You,
Lori English
Here’s to being more bossy in our writing! 🙂
Glad to hear that you found the post useful, Lori
Henneke, you have no objections against starting sentences with ‘And’ and ‘But’?
Not at all. On Apple’s website, for instance, you’ll often find sentences starting with But, Or, and And. See point #2 here: https://blog.kissmetrics.com/write-copy-like-apple/
Of course, you can’t start sentences with And or But in moderation. Read your copy aloud to check the rhythm.
Think your comments are working again.. And Henneke never writes crappy blog posts. 😉
Yay! Yes, the conversation has just been re-stored. A blog without comments feels like a party without guests. It was eerily quiet for a while. I know I’ve been spoilt.
Good to see you again, Winston, and thank you for your kind words 🙂
Great advice, Henneke. A good way to check your writing for flab is to enter it into a readability tool such as the Hemingway app (http://www.hemingwayapp.com/). I once read an article by famous copywriter and author Mark M. Ford where he said when hiring writers he looks for writing that scores less than 7.5 on the FK readability scale. If it’s higher than that (roughly 7th grade level) then it’s too complicated and isn’t persuasive.
What’s your opinion of tools such as readability checkers?
Word also has an option to check your readability stats. I used to check my stats for each blog post. I like the Hemingway app, but it feels a little too prescriptive. For instance, not every adverb is bad, but the Hemingway app always marks them.
I’d say these tools are useful, but writing is a creative activity, so interpret suggestions with care and follow your gut instinct. Use the stats and suggestions as guidance only.