5 Ways to Keep Your Prospects Entertained

by Melody Brooks on June 18, 2010


When you read, you pick up the mood and tone of the author through his or her use of words, punctuation, and layout. Mood and tone influence the way your readers feel about your copy, and you can easily influence them to take action with the correct tone and mood.

Readers like to be entertained, and they’ll remember your website copy if it’s fun to read. Here are six ways to make your website copy more positive:

Don’t make your readers grab a dictionary.

You need to write to a level all your readers can easily understand. You don’t want to use million dollar words and jargon that readers may not know. Most word processing programs include a readability test that will tell you for what grade level your writing is appropriate. Think about the average education of your audience, and write four to six grade levels below that. For consumer copy, you need to write to a sixth to eighth grade level, assuming your average reader is a high school graduate. If your target market is teachers, write to about a twelfth grade level.

Remember, your audience wants to be entertained and informed, not feel like they’re in a college-level calculus class. Don’t make it hard for them to read your writing. Use jargon and complicated words only when necessary.

Make them laugh and keep it light.

With the right words, you can affect the way people view your writing and even make them smile or laugh. Use some humor and be enthusiastic as you’re writing—it will come out in your website copy. If you can make someone laugh while illustrating a point, he or she will remember it.

No matter which topic you’re writing about, there are times you can use slang, colloquialisms, and upbeat language. If Jessica Mitford could make us laugh about death and embalming, you can make your audience smile about your topic. However, before you start slangifying your website copy, keep your audience in mind and read the next tip.

Don’t offend your readers.

When you’re trying to make your writing optimistic and fun, it’s easy to make the mistake of using words that are entertaining to a few, but offensive to most. Words that are generally understood as bigoted, prejudiced, or sexist might seem funny at the time, but they’re not. Avoid them.

You can’t please everyone.

Not every reader will like or enjoy your writing, and that applies whether you are Joe Blow or Stephen King. Focus your writing to your target audience and make sure they like it. It doesn’t matter what anyone else thinks.

Be upfront with your audience.

Don’t make your readers guess what you’re trying to say or wrap your point in a blanket of secrecy and riddles. Tell them what you want them to know. Overbearing or condescending writing is never appreciated. You may be an expert, but you don’t want or need to come across as pompous or patronizing.

To keep your website copy positive and fun, pick the style of writing that is best for each piece and stick to it. Know what you want your readers to do, and make them happy to do it.

Love what Melody Brooks–our head copywriter–has to say? Have a question or want to see something covered on Copy Doodle? Either leave a comment for her or email her at .


If you like this post, you might also like:

  1. Web Copy: Use the Right Words to Connect and Prosper
  2. Does Your Website Make You Sound Selfish? Your Prospects Might Think So
  3. Get Your Prospects to Take Action: 7 Web Copywriting Tips
  4. How Well Do You Communicate with Your Copywriter?
  5. 5 Quick and Easy Ways to Improve Your Website
  • https://twitter.com/TheDMailMan Blase Ciabaton


    Thanks for another great post! I especially agree with point #4 : You can't please everyone. Sometimes to cater to your target audience you have to commit to a specific plan, direction or political belief, and not all readers will agree with your point of view. As long as you express your point in a non-offensive way (point #3) that appeals to your target audience, I think you're doing your readers a service.

    I've seen a lot of posts from bloggers recently talking about the need to have thick skin because of blog comments that argue against the point of view taken in the blogger's post. But if the true purpose of a post is to initiate a conversation with your audience of readers then I think that negative comments (as long as they are not personal attacks) should be embraced. In fact, negative comments can sometimes be more useful than positive ones; there's more potential for your posts to become viral as sides with differing opinions seek out support from members of their tribe. Thanks again for sharing! Blase

  • https://writtenbysumer.com/blog/2010/08/how-to-use-social-media-geographic-targeting-to-attract-clients/ Social Media Geographic Targeting: Attract Business Clients

    [...] their cultural horizons. foursquare enables your company to participate in this entertaining form of communication while reaching new markets and engaging with current customers and prospective [...]

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