Choosing words that work: a six-step writing processBy Chris Henshaw | loppysmile.com

1.know your objectiveWhat do you want people to

think, feel or do because of your words?

2. choose your tone of voiceTalk in a style that feels right. And always be human.

3. identify your triggersIdentify the groups and emotions your audience will respond to.People belong to groups. Social. Consumer. Demographic. And so on.

Spell out those groups loud and clear, and help trigger response from the people you’re targeting.

Emotional triggers can be even more powerful. People are built on feelings like happiness, guilt and so on.

So make them feel.

4. less is moreDraft. Re-draft. Tighten. Break sentences.

Draft your words (remember to be clear about your objective, and include the groups or emotions your audience will respond to).

Re-draft your text. Work through it again. Try stuff.

Tighten it up. Get rid of words you don’t need.

Break long sentences into shorter ones. Like this.

5. call to actionTell your audience what you want them to do. And show them how to do it.

6. check itProof your work. Mistakes matter.

writing is tough

Get a good corner-man.

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