Sometimes, all you need is to write it straight. While fancy prose with creative wordsmithing has its place, certain tasks demand that you write in a straightforward manner, no jokes, no effects and no frills, with nothing but an English software to ensure that your copy follows proper grammar.
Technical documents, for instance, derive little benefit from ornamentation and hyperbole. An unambiguous discussion, instead, of the facets and features of the product provide it with much value. Even a no-nonsense bulleted list can serve much more effectively.
In ad copywriting, straightforward often works just as well as a wonderfully spun sales pitch. Pick up any advertising book and look at the ad copies featured - they'll either be fitted with clever creativity or a direct retelling of the product's benefits. I don't know about you but being forthright about a product's virtues seems ten times easier than wracking your brain while trying to present it more imaginatively.
Straightforward Is Boring
That statement pretty much hits the nail on the head - straightforward really is quite dull for the wrong audience. For the right audience, though, learning about a product without having to wade through lines of unrelated words is a godsend. When read by the right customer, understanding a product's benefits is leagues more important than being entertained by it.
If you must decorate any part of your text, leave it at the introduction (to whet your reader's appetite) and the ending (to end the piece strongly). Otherwise, stick to the facts!
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