Looking for a way to improve your ad copy and increase your ROI? Then you're in the right place! In this article I'll go over how to increase sales and ROI in ads using Strunk & White's writing methods
I'll go over 15 key takeaways Strunk and White's The Elements of Style that're simple and straightforward and can help you write persuasive ads and turn views into sales.
The Elements of Style
Strunk & White's The Elements of Style is a classic writing guide, revered for its clarity, brevity, and timeless advice on writing.
It was originally written by William Strunk Jr. in 1918. Then after Strunk passed away in 1946, the revised version, known as Strunk & White, was written by E.B. White in 1959.
How it Applies to Marketing
Originally focused on academic and literary writing, its principles can also be applied to marketing and advertising, as it offers insights into effective communication.
Some of the most common mistakes I see made in ads today are long sentences, long paragraphs, elaborate descriptions, multiple adjectives, etcetera.
Apart from huge well-known brands, these mistakes almost always negatively impact the engagement ads get, leading to missed opportunities and wasted resources.
The straightforward writing style promoted by Strunk & White is key to making marketing materials that are compelling and effective.
Here are 15 easy ways to write ads that sell, using the lessons from Strunk & White.
1. Omit Needless Words
Probably the simplest and most important lessons from The Elements of Style, and one of my favorite quotes is:
"Omit Needless Words" -William Strunk
Emphasizing the importance of concise writing and short sentences. I would say this applies even more these days as people's attention spans are getting shorter.
Due to this, in advertising you have only a few moments to grab your audience's attention, every word counts.
Eliminate unnecessary words and phrases to deliver your message more effectively. Brevity can also enhance clarity and impact.
2. The Active Voice
Another of Strunk & White's methods they write about is using the active voice whenever possible, as it makes writing more concise and direct.
In marketing and advertising, the active voice can energize your copy and make it more engaging. For example:
"We will deliver your order in 24 hours" is more effective than "Your order will be delivered in 24 hours."
3. Be Specific
Clarity is an essential part of the copy of an ad.
Strunk & White emphasize the importance of using specific, concrete language in writing.
Avoid vague terms and instead use detailed descriptions that paint a vivid picture for your audience. For example:
rather than saying "high quality," describe the specific features or benefits that make your product stand out.
Though, at the same time remember to be concise. Try to express it briefly and clearly, avoiding unnecessary details and wordiness. This takes us to the next method.
4. Avoid Fancy Words
"Brevity is the soul of wit" - William Shakespeare
While it may be tempting to use fancy words to sound more sophisticated, The Elements of Style encourages straightforward language.
Fancy words can confuse some readers and using too many adjectives often hurts the readability of an ad. This is why simplicity is key when crafting marketing messages.
In advertising, using simple, clear words can make your message more relatable and easier for your audience to understand.
It's always important to make sure your writing sounds well...like a human. Fancy words or excessive descriptions can lead to poor readability, driving readers away.
This is especially relevant today with the rapidly growing trend of AI, and its ability to generate text that sounds unnatural and robotic pretty much 100% of the time.
I mean, at this point, I can't stand the words "elevate" or "harness". Immediately makes me think it's AI-generated.
5. Important Words at the End
Strunk & White suggest placing important words at the end of a sentence for emphasis.
In marketing, this technique can help you highlight key points and make them more memorable. For example:
"Our product is guaranteed to work" is more impactful than "We guarantee that our product works."
6. Maintain a Consistent Tone
A consistent tone is vital in marketing and advertising and Strunk & White suggest to writers to maintain a consistent voice throughout their work.
In marketing, this means ensuring your brand's voice remains steady across all channels and materials.
This consistency helps create a coherent and engaging narrative for your readers. It also builds trust and credibility with your audience.
7. Revise and Edit
Strunk & White stress the importance of revising and editing your work.
In marketing, taking the time to review and refine your copy can help you create a more polished and persuasive message. Testing different ads helps as well.
Pay attention to grammar, punctuation, and style to ensure your materials are professional and error-free.
8. Avoid Redundancies
Eliminating redundancies is a key principle in The Elements of Style. Strive for variety instead.
In marketing, redundancy can dilute your message and distract from your main points. Be mindful of using the same or similar words and phrases repeatedly.
9. Choose the Right Words
Word choice plays a critical role in marketing.
The Elements of Style encourages writers to use words that convey their intended meaning precisely.
For ads, this means selecting words that resonate with your target audience and accurately describe your product or service.
10. Use Proper Punctuation
Proper punctuation is essential for clear, professional writing.
Strunk & White provides valuable guidance on punctuation usage, which can improve the readability of your marketing materials.
Correct punctuation ensures your message is understood as intended.
11. Keep Paragraphs Concise
"a talkative tongue, if not checked, sings often to its own harm." - Hávamál, stanza 29
Short, focused paragraphs make your writing easier to digest.
In advertising, concise paragraphs keep your audience engaged and make your message more accessible.
A good rule of thumb I like to go by is 2-3 lines per paragraph. Maximum 4 lines if necessary.
12. Use Parallel Construction
Parallelism creates rhythm and balance in writing.
In marketing, using a parallel structure can enhance the flow of your copy and make it more appealing to your audience.
13. Show, Don't Tell
Strunk & White emphasizes the importance of showing rather than telling.
In marketing, this principle translates to using examples, case studies, success stories, or testimonials to illustrate the benefits of your product or service.
14. Know Your Audience
Understanding your audience is crucial in marketing.
The Elements of Style encourages writers to tailor their writing to their readers.
Market research and understanding your target audience is crucial in marketing. When writing an ad, craft messages that resonate with your viewers' demographics.
15. Read Aloud
Finally, Strunk & White suggests reading your work aloud to check for clarity and flow.
In marketing, this practice can help you identify awkward phrasing or confusing sentences and improve your copy.
A rule I go by when writing an ad for a client is I read it out loud to make sure it sounds normal and not unnatural or robotic (or make sure it doesn't say the word "elevate").
Conclusion
Using Strunk & White's methods in your marketing and advertising can easily improve your copy and make your campaigns more effective, leading to more ROIs and sales.
By focusing on clarity, conciseness, and simplicity, you can write ads that drive results.
Struggling to find time to optimize your ads yourself?
Don't want to deal with the headaches of finding and hiring good staff to do it?
Contact us today for a FREE marketing consultation and find out how we would make your ads SELL.
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