Fiction vs Fact

Writing is writing, right?

Wrong.

Writing can be anything from fiction, sales writing, promotional writing, poetic etc. Its style depends on what its desired effect is.

For example website copywriting is there is be interesting, engaging and above all it is there to sell. Fiction writing is there to entertain, enthral and satisfy the readers’ curiosity.

When you are writing fiction you want to show your flare for creativity; you will use metaphors and similes to illustrate feelings and moods – you will want to paint a picture with your words.

But when you want to attract traffic to your website you want your copy to engage them and convert them into sales. I know, that sounds rather impersonal and robotic, but at the end of the day that is what you want to happen.

You want them to clearly see your product and its benefits.

When you are about to create copy for your website forget flamboyant language and stylistic flourishes – there are only three things you need to remember:

• Forget the arty similes and metaphors, tell the reader what it is, what it does and why it will benefit them.
• Forget the jargon – no one is interested in it. If it is essential technical vocabulary, fine, but keep it to a minimum.
• Keep it short and concise. I know there is a lot of debate about whether long copy is better than short and each has its place. But in both cases don’t be too wordy – why use ‘in the interim period’ when ‘between’ will do just fine.

Above all, keep your writing simple and conversational. That way you’ll effortlessly build rapport with your reader. You will become that friendly arm around the shoulder; someone they can trust.