The PelleCopy Letter

PL #002: How to write clearly (everywhere)

copywriting Jul 19, 2023
how to write clearly everywhere for copywriting, content writing, and more

Ohoy. Today you will learn three techniques for writing clearly everywhere.

Great writers are incredibly rare. Your ability to clearly express ideas in writing can open up incredible opportunities.

If you're a full-time writer, a higher skill level gives you higher pay, more clients, or greater job security.

But mastering clear writing can also make you a better communicator, leader, and thinker.

Unfortunately, many fail because they fail to see the obvious connection:

Clear writing is clear thinking

When thinking isn't clear, common writing symptoms include:

  1. Lacking purpose or a clear next step
  2. Excess jargon and buzzwords
  3. Complex writing structure
  4. Wall-of-texts

Luckily, it's easy to write clearly with the right techniques.

Here's how:

#1: Simplify your wording

B2B and buzzwords seem to go hand in hand.

But despite the pull to use words like "innovative," "efficient," and "streamline" (like every other B2B company), please don't.

Buzzwords are a lazy way to hide real information.

Smart people (and buyers) don't believe in big, fancy words.

The simple solution is using simple words.

But that's not enough.

Share details and proof to back up what you're saying.

Show the truth.

Don't hide behind fancy words.

#2: Simplify your structure

Copywriters use formulas like AIDA (attention, interest, desire, action), PAS (problem, agitate, solution), or the four Ps (pain, promise, proof, push.)

Content writers use templates to clarify their listicles, how-to guides, and case studies.

But popular writing formulas and structures don't magically make your writing clearer.

The key is ensuring you don't derail from your chosen structure with fluff.

Fluff is unnecessary words and sentences that derail from your chosen structure.

Carefully edit your writing and remove words and sentences that don't contribute.

For copywriters, it usually happens in the introduction.

Legendary copywriter Drayton Bird says, "Get to the point."

Remove the first 3-4 four paragraphs if you find they're just fillers to warm up your readers — which they often are.

#3: Simplify your process

Editing while writing is a nasty habit.

While they are interconnected, they are two different processes using different parts of your brain.

I had this habit when I first started working as a copywriter many years ago. 

Writing anything took me ages because I stopped at every misspelled word, grammar error, and sentence I saw the potential to improve.

Now, I can write 500 words in under five minutes. 

The fix is easy, separate your writing sessions from your editing sessions. Preferably, space them out to separate days.

Write first — get those thoughts and words down.

Your writing becomes clear when you edit, not when you write.

Nicolas Cole @ Twitter


TL;DR: Your action plan

1. Use simple words and show the truth.

2. Get to the point faster.

3. Write and edit separately.

Remember: Simplify to clarify your writing.

Get help or more tips

Copywriting: Position your B2B brand as the winning solution with striking copywriting that delights and converts.

Strategy: Clarify your strategic foundation to ensure your marketing engine is built to attract the right business and scale to the stars.

Read previous newsletters on my blog.

PelleCopy Letter

Free B2B SaaS conversion tactics. In your inbox.

Get weekly practical and tactical marketing tips to convert and close more of your best B2B SaaS buyers.

You're safe with me. I'll never spam you or sell your contact info.