25 Writing Tips for Business Owners and Content Marketers: Part 1

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Imagine your most promising sales lead opens your latest email newsletter... and immediately deletes it. They might have been ready to schedule a call or request a demo, but your content didn't justify investing any more of their precious time.

How often do you find yourself doing the same—dismissing content because it fails to capture or hold your interest? If you're like most people, your interactions with marketing content is more necessity than choice. You dive in and accept content indignities when facing purchase decisions, sizing up competitors, seeking inspiration, and understanding your audience. Otherwise, you’re outta there! 

But let's be honest: It's hard to create content that consistently stands out and captivates busy readers—which is why much of the content out there misses the mark. It's either as bland and uninspiring as a turkey sandwich without the fixings or so jargon-laden that it feels like a meal too dense to digest. Because of this, today's ocean of content has become a sea of sameness, where buzzwords and clichés often drown out originality and kill engagement.

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Yet, there's hope. The Content Marketing Institute reports that content marketing generates three times more leads than paid search advertising. But, paradoxically, only about 22% of marketers are truly satisfied with their conversion rates. This chasm between potential and satisfaction highlights a monumental opportunity for us to refine our content and elevate the quality of our engagements.

What if the secret to bridging this gap lay in the minutiae—the seemingly small but mighty elements that determine the quality, resonance, and effectiveness of your marketing content? That’s exactly what we’re exploring in this five-part series on writing tips for marketers. 

From the foundation of varied sentence lengths for rhythm and readability to the persuasive power of active voice, each tip is a step toward captivating content that draws readers and leaves a lasting, positive impression. Each tip comes with explanations and examples to help you quickly get the ah-has you need to improve your content—and your readers’ experiences. 

Let’s dig in.

1. Vary sentence length for readability and rhythm

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While long, monotonous sentences lull readers to sleep, constant short bursts make them feel like they’re in choppy waters. Mix sentence lengths to create a reading experience that mirrors natural speech. This will subtly persuade readers to stay invested in your message. 

In his book 100 Ways to Improve Your Writing: Proven Professional Techniques for Writing with Style and Power, Gary Provost shares two great examples of varied sentence length.

First, he writes in short, staccato bursts.

This sentence has five words. Here are five more words. Five-word sentences are fine. But several together become monotonous. Listen to what is happening. The writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety.

Next, Provost varies the length of his sentences from short to medium to long. 

Now listen. I vary the sentence length, and I create music. The writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short sentences. And I use sentences of medium length. And sometimes, when I am certain the reader is rested, I will engage them with a sentence of considerable length, a sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the cymbals—sounds that say listen to this, it is important.

Bottom line: Readers have short attention spans and a low tolerance for boredom. Constant short sentences? Snooze-fest. Relentlessly long blocks of text? Eyes glaze over. Mix it up to keep readers engaged. Your content (and your audience) will thank you.

2.  Use active voice for authority and impact

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You’ve heard of active voice? Active voice makes your writing more direct and lively, giving your words an authoritative ring. It’s your ally when you want to emphasize action and drive a point home.

• Before: A complete list of features can be found on our website.

• Question: Who can find the list? (Answer: You can.)

• After: Explore the list of features on our website.

The first example focuses on the list rather than the reader's actions. It also raises the question: Who can find the list of features? The second example uses the active verb explore because the reader is doing the action — exploring. It implies a discovery, making the content more engaging.

Here’s another example:

• The last few cookies were eaten last night. 

• Question: Who ate the cookies?!

• Grandpa ate the last few cookies last night.

Watch for phrases with the following constructions, which often signal passive voice:

• can be verbed

• is verbed

• was verbed

• has been verbed

• were verbed

Before weeding out passive voice became second nature, I’d use my writing app’s Find function to search for phrases like can be, was, and has been. Do the same, and you’ll quickly learn to spot passive voice like a pro. 

Bottom line: Using active voice isn't just about grammar. It's about infusing your marketing content with action and ownership, so ditch those pesky passives and give your words power.

3. Use vivid verbs instead of weak adverbs for precision

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Weak adverbs clutter sentences and dilute your message. Instead, choose powerful verbs that stand alone, carry emotion, and paint a clear picture, making your writing more memorable and persuasive.

• Before: The CMO was very happy to see how the new content editor totally revamped her go-to-market content. 

• After: The CMO was elated to see how the new content editor overhauled her go-to-market content.

Other substitutions that might come in handy:

• explained clearly -> clarified

• understood completely -> grasped

• increased rapidly -> surged

• decreased significantly -> plummeted

• worked together closely -> collaborated

• investigated thoroughly -> scrutinized

• improved greatly -> enhanced

• changed completely -> transformed

• planned carefully -> strategized

Also, beware of the following weak modifiers, which you can likely eliminate without hurting your content:

• Really

• Quickly

• Quite

• Just

• Actually

• Basically

• Totally

• Very

A final note on the adverb very: Mark Twain is thought to have said:

Substitute ‘damn’ every time you’re inclined to write ‘very;’ your editor will delete it, and the writing will be just as it should be.

Damned good advice!

Bottom Line: Don't rely on adverbs to prop up weak verbs. Instead, choose powerful verbs that paint a clear picture, making your writing more concise, memorable, and engaging.

4. Use the rule of three to create memorable messages

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Tap into the power of patterns to make your message stick. People tend to remember information better when presented in groups of three. This tip is particularly useful for creating marketing slogans and taglines. For example:

• Just Do It

• I’m Lovin’ It

• Impossible Is Nothing

You can also use the rule of three to emphasize key points. Group your points in threes to make them more powerful and easier for readers to remember.

• Our new skincare line is natural, nourishing, nurturing.

• We’re committed to innovation, integrity, and impact.

• Join us on a journey to a healthier, happier, and more fulfilling life.

Bottom line: The power of three is simple and undeniable when it comes to crafting sticky messages. Use it for slogans, taglines, and when highlighting key benefits to create marketing content that lingers in the minds of readers.

5. Be specific and avoid generalities to increase credibility

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Have you heard the saying, Specifics sell; generalities repel?

Writing in generalities opens the door for readers to object and ask questions. It may even drive readers away, towards Closed Lost.

Writing with specificity answers reader questions and overcomes objections—in advance. 

Concrete details build trust and draw readers into your world, whereas vague statements undermine your message. Specific details paint vivid pictures, making your content authentic and persuasive.

• Before:  A lot of people like our product.

• After: More than 5,000 customers rated our product five stars, praising its ease of use and transformative results.

Here, the switch from the vague, a lot, to the specific, 5,000+ reviews, opens the door to instant trust. The added detail about what's liked makes the text even more persuasive and implies that the reader will have a similar, positive experience.

Bottom line: Specificity builds trust and overcomes objections before they even arise. Swap out vague phrases for precise details and numbers to make your content infinitely more persuasive.

Try it yourself—and check out Part 2

Inspired to give these tips a try? Share a sentence you've revised using these tips in the comments below.

Also, check out Part 2 of the 25 Writing Tips series, where I share five more writing tips to help you improve readability and add clarity and authority.

For even more guidance in crafting captivating content—and to get notified when I publish new content—sign up for my newsletter, Beyond Copy.

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Originally published on Forbes.com.