We Are Commercial Writers. Not Authors.
Authors write books. They are inherently creative and nurture independent thoughts, ideas, and plots. However, commercial writing is diametrically opposite. Your content must be brand focused and tailor-made for a target audience (brands/ marketers). Users will be reading your content and need to get some value out of it. Here are some key tips:
- To maximize readability: Sentences must be short, never more than 20 words. Paragraphs must be between 1 and 4 sentences long.
- Use images wherever required and mention the image sources. Choose images that are free of proprietary watermarks and royalty free. Use images only to add value to a post and not for ornamentation.
- Every point you write needs to be supported by relevant data (these could be surveys, reports, or studies) and examples. In case you cannot find both of them, try to include at least one. Without either of these, the content lacks credibility.
- The sources you link back should be recent articles and studies. Preferably, less than 2 years old.
Avoid Vague and Loose Sentences. We call them “Fluff Content”.
A bad sentence: Fruits are great for your health.
This is a perfect example of a loose and vague sentence. Readers are left gasping with a multitude of questions.
- Which fruits are beneficial for health? What are the nutritional values?
- How are they good for health? How? Why?
- Can these fruits treat my particular medical condition? For example, I suffer from chronic headaches and migraine pains. Which fruit might be of help?
The sentence doesn’t answer any of these. Readers typically lose interest and move on to some other website. You lose a reader and a business opportunity.
A good sentence: Avocados are rich in good fats, and Vitamin E, which keeps the brain healthy. According to recent medical publications, Lavender Oil, for example, is a perfect home remedy that provides a swift respite from headaches and migraine pains.
Another example could be – Benefits of fermented veggies.
According to physician Amy Myers, fermentation adds omega-3 fatty acids and vitamin B to the vegetables.
A common reader doesn’t care about Omega 3 fatty acids, etc unless you link it to some medical benefits that they can readily experience.
6. Finally, your introduction should not be more than 100 words and your conclusion should be between 50 and 75 words.
Commercial writing is diametrically different from creative or narrative writing. While creative writing mostly dwells on imaginative capabilities, commercial writing requires to be factually correct and informative. With facts and data points. Your article should be convincing enough to pull customers into the sales funnel.