Infographic: 4 steps to crystal-clear copy

Muddled, meandering writing will vex your visitors and repel potential customers. Here’s how to craft purer, more effective content.


With all due respect to persuasion, style and brevity, clarity is the most essential component of writing.

If it’s the land of milk, honey and crystal-clear copy you seek, Enchanting Marketing offers guidance.


The always brilliant Henneke advises:

  • Clarify your destination, and define the shortest route. Before wantonly splashing words onto the page, define your objective. Hone your mission, and “keep your content on one simple, clear message.”
  • Set up signposts at each junction. Design every page or post for swift scanning. Use enticing subheads to break up text and ease readers along to the next juicy bit. Write descriptive, helpful headlines that eliminate ambiguity. For example, a button that says “view apartment details” is better than generic text such as “next.”
  • Simplify your words. “Difficult words make our readers stumble. Long sentences wear them down,” Henneke writes. Swap out fancy words for straightforward language that highlights your key points.

Clear, concise writing is no easy task. It requires forethought, editing and aggressive pruning, but your pieces will be more persuasive if you prioritize clarity.

For more guidance, read Enchanting Marketing’s post here, or check out the infographic hints below.

How to Write With Clarity - Step 1
How to Write With Clarity - Step 2
How to Write With Clarity - Step 4
How to Write With Clarity - Step 4

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