I have been spending a lot more time off late trying to promote my blog. Have started Tweeting and Face booking purely to get the word out and the traffic in. Got some great help from Chris Brogan and his post ‘Using outposts in your media strategy‘. Have to say that I never realized the potential of Twitter until the last week. Thankfully, it’s better late than never and I am happy and tweeting.

I have also started surfing a lot more and as a result, have had the privilege of visiting some real great blogs and witness some of the best copy that I have ever read. Honestly, I must admit that some of those blogs and the writers were the inspiration behind this post.

What turns ordinary copy into great copy? How does that transformation occur if it is indeed a transformation? The aim behind this post is to help you write crisp content. Content that can be read, that can be scanned and that invites people to read through.

Although there is no rocket science (I know its clichéd but can’t help it) involved in writing readable and scannable content, it certainly isn’t the easiest thing next to breathing.

The tips listed below have certainly worked for me and they might work for you too.

• Decide on the title: The title of your article is the reader magnet and it better be good. It is almost like a billboard that screams out 24×7 and on the internet; it will help you stand out. Having a title in mind before you begin writing the article helps you frame the remainder of it. It is easy to go off track while writing and the title will help you stay focused. It’s like an invisible barrier that keeps you within limits. Ever tried doing it in the reverse order? That’s a doozy, I tell you.

• Think content, always: Once you have the title in mind, start thinking content until the article is posted. And not just when you are writing. Think content while exercising, while taking your pet out for a walk and even while having a beer. Some of the best chunks of my articles have surfaced out of nowhere in my mind when I was guzzling on Carlsberg. (I have recently shifted to Carlsberg from Budweiser). Maybe you should drink more Carlsberg then. ? And don’t forget to scribble it down the moment it hits you, no matter what you are doing at that time.

• Keep writing: For me, the most difficult part has always been the start of the article. But I don’t stop writing once I get a go ahead. I think it always helps to get those first 800 to 900 words on the paper. No mater how bad it sounds. Toss those grammar rules aside for sometime and type away. So once you begin, stop only after you have the rough draft with you.

• Take a break and then get back: Always take a break after you have the rough draft. It helps to get your mind off it for a while. Trust me; you will be looking at the article in a different light the next time you lay your eyes on it.

• Additions and deductions, brevity is the key: Lo and behold, what you have in front of you now is the raw material for what can turn into a killer post. But the real work begins now. Read the article again and again. Identify points where you can make additions or deductions. Subtle changes that can make a difference. Using bullet points, quotes, analogies and axioms always makes it more interesting. What you are doing now is polishing the diamond and make sure that you take your time to do it. Cut down the unwanted stuff. Always remember, brevity is the key to great web copy.

And if you really want to know whether this works, go to some of your oldest archived posts and rework on them. You might just come up with a new and updated version of the dusty old post. And if you want to chip in with a thought or two, just drop me a comment down there!

Notes: Image Courtesy Flickr : 14th August 2007 / Day 226, originally uploaded by Mrs Magic.