In Part IV we discussed Powerful words and making our content easily readable. In this next section, we are going to cover the structure of our copy.

If you have taken classes in Creative Writing or Copywriting online or offline, you may have been instructed to use short words, as though an eighth-grader was reading. You may also have been told that your average word length should be no longer than five letters for each word…did they also instruct you to divide the number of letters in the paragraph by the number of words in each paragraph to make sure that the average word is no more than five letters long. This is crazy!

What do I do? I use the shorter word…if it means the same thing, and conveys the same feeling. Why use big words or uncommon words if you can say the same thing with the shorter word?

If a longer word or phrase conveys your message more precisely or conveys your thoughts or feelings that you intend, then go for it!

Short sentences are much easier for your prospect to not only read, but digest. Making your sentences This is the time you are using to get al your thoughts down on paper, you can edit all these things on your revision.

A good rule of thumb to use when writing is, to make every word you write tell the story. Keep it concise.

Count your commas, they can be warning flags that your sentence is a run on. Commas can also show how smart you are…

Be conscious of how and where you place your words and your punctuation.

If copywriting isn’t your strength, Join The Global Mentors Team, and use our knowledge and expertise on what works and what doesn’t.