Howard Stephen Berg: The Secret To Creating Crystal Clear Copy

Schema is created by the verbs, and nouns used in your sentences. The passage contains vague words and nouns. In fact, it is loaded with numerous indefinite pronouns like “this and it.” It also contains vague verbs that don’t reveal the actions being taken.

What can you learn from this?

When you write copy for your products and services make certain that you use specific nouns. Nouns that are easily identified and understood by your readers. Remember that sometimes nouns that are too specific create more problems. Let me give you an example.

Suppose I said “Look at the Agelaius phoeniceus.” How meaningful is this to you? Not very meaningful, because very few people comprehend what Agelaius phoeniceus means.

When you use very technical words in your programs, there is a simple way to make it understandable: Place a comma right after the technical term, and then say it again using simple English that defines the meaning.

For example…

“Look at the Agelaius phoeniceus, the red wing black bird, that is sitting on my fence.”

This construct of using a word, and then following it with a comma, and then placing the word’s definition after it is called an appositive. You write the subject twice, once using the technical word and then offering its definition. What happens? Suddenly a confusion noun becomes easy for your customers to read and understand.

Are you doing this in your communications with your prospects and customers?

Here is a better question: How soon can be start using this in your communications to make them easier to learn and understand?

Verbs are the other piece to schema. Using vague verbs makes your text difficult to understand.

For example…

“This is an easy thing to do. If possible you can do it at home, but always go somewhere else if it is necessary. Beware of overdoing it. This can be an expensive mistake.”

Confusing—right?

Watch as I rewrite the original passage using specific verbs and nouns. Pay close attention to the jump in meaning that immediately occurs:

Laundry

“Doing laundry is easy to accomplish. If possible you can use a washing machine in your home, but you can always go to a Laundromat if necessary. Beware of placing too many clothes into your washing machine at once. This is a mistake that can ruin your clothes, and wind up costing you a lot of money.”

Notice how using specific verbs, and nouns completely altered the readability of the passage. Let me share with you a simple way to incorporate today’s big lesson into your writing and program creation.

It is more efficient to write in two stages.

1. During the first stage, write down all your ideas into a coherent flow. Just pay attention to the ideas and concepts you want to communicate.
2. Once you complete this first draft, go back, and ask yourself, “Where can I add more specific verbs and nouns that will make my information easier for my customers to learn?”

This simple two-step process can make the difference between selling an information product that people easily learn and enjoy, or having to deal with a flood of returns from frustrated former customers.