Copy is the name for written material in brochures, websites, sales collateral, books and periodicals.

Well-written copy is rare. It’s such a delightful surprise when I stumble upon a website, brochure or piece of direct mail that’s written like a real human being penned the words, with the smarts to realize another real human being would be reading them.

Most marketing copy, sales letters included, is too formal, too lengthy, and full of overused buzzwords, legalese, and jargon. Why? Nobody wants to read that stuff—it’s boring. And, it has the opposite effect than desired. Rather than making a good impression and enticing the target audience to take action, most copy stops a reader in their tracks.

Copy shouldn’t be a chore to read. It should be short, direct and clear. Even better if it’s clever or funny, but that’s not always appropriate. It should flow easily, be informative, and say something compelling. Dare to put some personality in your copy, and write it just like you would say it.

To illustrate my point, here’s a real example of copy that says nothing relevant, informative or compelling (I’ve changed the name to protect their identity):

XYZ Company was formed on the principle of providing exceptionally high quality products and services for our clients. Our staff members are carefully-selected professionals who hold exceptional standards of excellence. Our mission statement is that XYZ will provide “Innovative and Focused Solutions for Enterprise Excellence”.

Why would anyone hire this company? “High quality,” “Innovative and Focused Solutions,” “Enterprise Excellence?” This could be about any company, anywhere, providing any service whatsoever. Yawn. Here’s another:

As leaders in the industry, ABC Firm has the knowledge to provide you with the highest level of service. Our years of experience, coupled with a team approach, cutting-edge technology and personalized service, assure you of expert, cost-effective and comprehensive legal counsel. Our mission is to provide unsurpassed quality legal service for all aspects of our client needs. Our vision is to always be guided by high ideals and paramount standards and to conduct ourselves with the highest level of professionalism.

I don’t know about you, but I’ve always expected my law firm to have “high ideals” and “the highest level of professionalism.” There’s really no need to tout the rudiments. And while mission and vision statements are fine for nonprofits and the business plans of startup companies, they don’t belong in marketing copy.

Anyone who graduated college likely passed their English class, and most business professionals rely on written communication to do their job, but these accomplishments do not make a qualified copywriter.

A professional copywriter can make a big difference in the effectiveness of your marketing. If you can’t afford to hire a professional copywriter, follow these basic tips:

1. Write the copy in your usual style then leave it. Go back and read it the next day and begin editing.
2. Challenge yourself to cut it by 50%. Remove redundant words and transitions like “therefore,” “with this in mind,” and anything that sounds like the legal department wrote it. “Heretofore,” and “in summary,” don’t belong.
3. Remember who you’re writing for and write specifically for them, as if you were having a conversation.
4. Remove buzzwords and define acronyms, or just spell out the words. No one is impressed when they don’t understand what you’re saying—you just come off as arrogant.
5. If you’re worried about sounding undignified or unprofessional, change your perspective, and worry instead about sounding too stuffy and dull—you’re more likely to err by being too conservative.
6. Just hit the high points. Cut description that you could give during a sales call.

I once had a client complain that the brochure we created was generating too many phone calls. They wanted to add more detail so people didn’t have to call to ask questions. Marketing materials are working if they generate inquiries. It’s a great opportunity to take a phone call from someone with questions about your brochure—that’s what you want—to engage your target audience in dialogue so you can win a customer.