Introduction - The Power of Simplicity
Lesson 6 from: From Structure to Style: Master Your CopywritingShani Raja
Introduction - The Power of Simplicity
Lesson 6 from: From Structure to Style: Master Your CopywritingShani Raja
Lesson Info
6. Introduction - The Power of Simplicity
Lessons
Chapter 1: Copywriting Fundamentals
1Class Introduction - Overview of the Course Content
03:50 2The Five Aspirations of a Superior Copywriter
05:28 3The Importance of Defining Your Intention & Audience
06:02 4The “Secret Sauce” of Good Copywriting
04:29 5Quiz - Chapter 1
Chapter 2: Simplicity
6Introduction - The Power of Simplicity
02:06Tight Writing - How to Make Your Writing Snappy
05:43 8Tell it Straight - How to Write Plainly & Straightforwardly
03:36 9Don’t Overcomplicate - How to Avoid Unnecessary Complexity
04:59 10Quiz - Chapter 2
Chapter 3: Clarity
11Introduction - The Power of Clarity
01:33 12Nailing Down Your Ideas - How to Fix Fuzzy Ideas In Your Copy
04:07 13Place Words With Care - How to Avoid Misplacing Words
03:49 14Be Specific - How to Avoid Ambiguity, Jargon & Abstract Writing
09:09 15Quiz - Chapter 3
Chapter 4: Elegance
16Introduction - The Power of Elegance
01:57 17Present Elegantly - How to Make Your Writing Look Good
04:10 18Narrative Flow - How to Structure Your Copy Beautifully
04:09 19Musical Writing - How to Give Your Writing Rhythm
05:31 20Quiz - Chapter 4
Chapter 5: Evocativeness
21Introduction - The Power of Evocativeness
02:28 22Add Variety - How to Reduce Monotony in Your Writing
03:10 23Be Bold - How to Steer Clear of Weak Words
03:34 24Create Pictures - How to Make Your Writing Jump Out
06:23 25Quiz - Chapter 5
Chapter 6: Editing With Style
26Introduction - Get Ready to Edit
01:31 27The Quick-Smart Editing System
16:11 28Quiz - Chapter 6
Chapter 7: The Road Ahead: What’s Next?
29How to Nurture Your New Skills
03:06Final Quiz
30Final Quiz
Lesson Info
Introduction - The Power of Simplicity
after dedicating the last chapter to the mindset and tools of a superior copywriter in this one will begin diving into the four ingredients, one at a time, and we'll begin with the glorious ingredient of simplicity. And by the end of this chapter you become very clear on the many different ways in which you can enhance the simplicity of your writing to give it more impact. Now there are many writers around who imagine that it shows intelligence or sophistication to write in a long winded and flowery way, such as this in the light of the extent, scale, range and immeasurable complexity of the uncertainties that persist on the economic front. We conclude having evaluated the country's mid to long term prospects, that multifarious scenarios could yet unfold. Now, if you want, you can pause this and have a go at stating that idea more economically and plainly. But here is how one of my clever students rewrote it in this economy. Anything can happen now in the following lectures, I'll be sh...
owing you that using formal official fancy or convoluted language for its own sake, and having sentences replete with unnecessary words, like in the previous example, doesn't in fact make you come across as either more intelligent or sophisticated? More often than not. It makes your writing seem rather pretentious. Therefore, I suggest that it's usually best to keep your writing a simple, plain and economical as possible. You'll find that when you do so, your prose naturally becomes more light, fast and punchy and therefore much more engaging to read in the following lessons in this chapter, we're going to explore the concept of simplicity in its many dimensions, beginning by looking at the benefit of using as few words as possible to express your ideas, something that journalists refer to as creating tight writing.