I’m the verbalist of verbal processors. I often say that I don’t know what I’m thinking until I say it out loud. I’m A DELIGHT to be married to.
But that means I have to sift through a lot of incomplete or rambling thoughts to get to the main point. It means I ask a lot of my loved ones when it comes to conversation. It means I ask them to be patient with me while I spit it all out.
And while I’m comfortable with that style in my relationships, it’s not something I ever want to ask of my readers. And you shouldn’t either.
We should never ask our clients to be patient with us as we are trying to sell to them. It’s not their job to wait for us to just get to the damn point. It’s our job to just get to it faster.
So start in the middle. When you sit down to write (an IG caption, a blog post, an email), you can just go and go. Let it fly as long as you need to. But then, I guarantee you can just delete the first part and the story or thought becomes infinitely stronger.
When we start in the middle, at the heart of the action, it drops our reader into something interesting. It hooks them into the story and makes them want to keep reading. This is a technique used in films and shows all the time. It’s called in media res.
So cut out the words, phrases, and sentences you use to back into your point. Just make the point.
P.S. Here’s an easy way to implement this immediately and make your copy better TODAY …
… Rather than starting any sentences with words like:
I believe …
I think …
I feel …
I’ve learned …
Just lead with whatever you’re saying after that. For example:
I feel like we should all stop saying “I firmly believe…” at the beginning of sentences. It seems to be on a lot of sites lately and I don’t think it differentiates you from your competition.
Much better version that you actually want to read:
Stop starting your sentences with “I firmly believe…” Everyone has this somewhere on their site so now it lacks believability and we both know you’re better than that.
Ha, I didn’t mean to get so aggressive in the second one. But write like you mean it. Like you know what you’re talking about. It’s more engaging and people will believe you more, trust you more, and hopefully buy from you more.
To The Point is a video series where I share copywriting ideas for photographers, posted to my Instagram account . It’s just a quick tip to make your copy better in less than 60 seconds. These blog posts are a little more in-depth, to really dig into those ideas. If you would rather watch the short video, click below.