Write it right (Part 2)

In the search for answers to the question of how to communicate to ensure the audibility and visibility of our brand, we were introduced to three foundations of copywriting in Part 1 advocated by brand & tone of voice specialist Vikki Ross. So we already know that we must write in everyday language, in first person and use active sentences. Today, however, we will go a step further. We will ask ourselves how to write texts so interesting that people will want to read or listen to them all the way. How to choose the right words to get people to think, feel or act… And how to dance with words and create music with words.

Ross will guide us again, today with her three additional principles of copywriting – make words work, make words count and make words dance.


We write based on a guideline claiming that every word must have a purpose. Let’s choose the words that will make people feel something. If we arouse emotions in them, they are much more likely to do what we want them to do – click on a link, share content, buy a product, etc.

A copywriter, speaker and author Glenn Fisher says: “People rarely buy features, people sometimes buy benefits, people always buy emotions.”

Dive deeper into the story of your brand. Find emotions in it – something people will be able to identify with and connect with. In doing so, write openly and honestly.


When writing, don’t waste space with irrelevant words, above all avoid general adjectives. They don’t tell us anything. What counts are the facts. Unlike empty adjectives, the facts are much more interesting and convincing.

Instead of writing an amazing film and brilliant comedy, write an award-winning film and an original comedy (if both true, of course). The adjectives amazing and brilliant are extremely general and a series of films and comedies could be considered as such, while the adjectives award-winning and original testify about the facts. The film has won numerous awards, and the comedy is not a remake but an original work.

If your brand communicates with general, irrelevant adjectives, it will not differ from other brands in any way. Therefore, by writing the facts, make sure your words count.


When writing, pay attention to the rhythm and pace of the text. This will make the text more active, energetic and memorable. Avoid monotonous writing, replace commas with full stops, and create more impactful texts.

Many techniques can help. A fantastic tool to print out and have it in front of us whenever writing is Gary Provost’s text below.

As you write, play with the sequence of words. Think about when to pause, when to stop, and when to continue. Use rhymes, repeat words.

Train yourself in the art of wordplay. Let the words dance to the music you’ve written.

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Tina Kadunc

Brand Communication Specialist

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