Communication skills

Captivate readers with compelling content

- March 7, 2012 3 MIN READ

How do you make your written communication so gripping that your readers won’t want to put them down, even if the subject matter is a bit dry? Read on for some handy tips for effective written communication.

The right words blended with a few other vital elements will make a compelling statement that really cuts through to your audience. The message itself is important, but after that it’s all down to how you use the words: their order, how many of them there are, and how you present them.

With the right combination of these factors in your written communication, you’ll captivate your audience and make enough impact that your readers will stay with you right to the end.

Refine your message

You need to be absolutely clear about what’s on offer, but you also need to let your reader know why they should choose you over your competitors and why they should act now.

Why should your reader continue to read or follow through on your call to action? What sets you apart? What’s special about your product or service? Why should your reader choose you?

Develop a way with words

The last thing you want is to come across as boring. Once you’ve settled on your statement, read it aloud to yourself. How does it sound? If any of your words are mundane, making you want to speak in monotone, think of an alternative for each of them. Choose something a little punchier, a word with oomph.

If you’re stuck, use a thesaurus (in Word, press the shift key and F7), but if you do, be sure that you understand the meaning of the word you choose, that you’re using it in the correct context, and that it doesn’t complicate your sentence.

Want more articles like this? Check out the business writing section.

Find your flow

Flow keeps your content interesting and your readers engaged, even if the subject matter is a little dull. It is critical in conveying your story, your tone and even your brand.

When you read your writing aloud, you’ll know if the flow isn’t quite right.

If your flow needs a little help, try switching the order of a couple of words around or reconstructing your sentence. If you’re happy with the individual words you’ve chosen, there’s no reason you can’t rearrange them to get a more compelling statement.

Think about the structure of your whole document too. If your copy is long, you may need to revise the order of your paragraphs. Shuffle them around and you will most likely discover an order that is logical and flows well.

Keep it concise

Being concise makes your written communication more powerful to look at and more inviting to read. It can also get the message across in a more pleasant and persuasive manner.

Read your statement with the intention of reducing its length. Which words can you delete? Can you replace two or three words with one? Aim to get rid of any superfluous words and adjectives that don’t add to your statement. In some cases you’ll find that when you take out the waffle you can halve the length of your document.

Create a call to action

If you want your reader to act – to call you, to email you or to make a purchase – you need to make it as simple for them as possible. Let them know they can act right now, and tell them how: give them your phone number, your email address or whatever they need to make a purchase or enquire about your services.

Here’s an example:

If you have any more tips for creating compelling content, act now to add them below as this offer will only be available for a limited time. Please be as captivating as you can and use plenty of ‘oomph’ words, but keep it concise, won’t you?

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  • Andrew Caska

    Caska IP Patent Attorneys

    'Flying Solo opened up so many doors for us - I honestly don't know where I'd be without it"