Pull up a chair and enjoy a read. Image via DALL-E 3.

In the first part of this five-part series, I shared five writing tips touching on the foundation of readable and authoritative writing. We talked about sentence length, active voice, adverbs, the rule of three, and specificity.

In this article, I’ll share five more tips to help you craft content that captivates and persuades. We’ll cover:

Jargon—how and when to avoid it.
Metaphors and similes—how they ease comprehension.
Emotion—how to weave it into dry pitches.
Headlines—how to pack them with power.
Social proof—how and where to use it.

Let’s jump in.

6. Avoiding jargon: How and when to keep the language simple

Have you ever sat down to write about your business? It’s easy to get bogged down in a swamp of passive voice, third-person speak, and jargon so thick you could spread it on toast. No one wakes up in the morning and says, "I think I want to invest in a multi-faceted, future-proof cloud-based solution" to their spouse over coffee.

Using a conversational tone matters because it:

Builds trust: People connect with people, not faceless corporations.
Enhances readability: Ditching complex jargon makes your message clear and engaging.
Boosts conversions: Readers are likelier to respond to a relatable and friendly tone.

Let’s look at an example of moving from jargon-filled to engaging.

Original: Our comprehensive marketing solutions are synergistically designed to optimize long-term brand visibility across all key demographic sectors.

Confused? Let’s simplify.

Now, let’s pull it all together.

The old, stiff version: Our comprehensive marketing solutions are synergistically designed to optimize long-term brand visibility across all key demographic sectors.

The new, conversational version: We offer everything from website design and SEO to social media, so you don't have to juggle multiple vendors. Our strategies connect all the marketing dots to help you stretch your dollars and build a solid online presence that keeps attracting the right customers, month after month. Whether you're a local shop or a national brand, we’ll design a plan that fits your goals.

The new version is longer, but that’s okay. Clarity always trumps word count.

Bottom line?

Jargon is a shortcut for people who speak the same language. It’s okay to use it with your teammates. It’s okay to use jargon when writing a trade article for an audience of your peers.

For example, when a doctor discusses a patient's MRI with a radiologist, she might use terms like hyperplasia or ischemia. That jargon is okay because the doctor knows her audience understands the language. However, the doctor has to use different words when speaking to the patient. Instead of hyperplasia, she might talk about an overgrowth of cells, abnormal cell growth, or increased cell activity. Instead of ischemia, she might say reduced blood flow or talk about tissues not receiving enough oxygen.

The critical point to consider when thinking about jargon is your reader’s level of understanding.

Jargon is a shortcut that hides specifics for efficiency’s sake. When you’re writing to prospects—who may not understand your terminology—chances are you want to use more straightforward, friendlier language.

7. Using metaphors and similes: Enhancing comprehension through comparison

Using metaphors and similes in your writing can turn complex and abstract concepts into relatable and understandable ideas. They add color and depth, making your content more engaging and memorable.

Using similes in your marketing content

Similes directly compare two unlike things using the words like or as. They can make descriptions more vivid and abstract concepts more concrete and understandable.

Here are a few examples of sentences before and after adding similes.

Before: Neural networks are a type of artificial intelligence model.
After: Neural networks are like the brain’s wiring, creating a web of interconnected nodes to process information.
Before: Content marketing is about providing value to your audience.
After: Content marketing is like planting seeds, nurturing them with valuable content, and eventually reaping the fruit of sales.
Before: SEO involves creating online content in ways that enable search engines to find it and show it as a top result for searches of chosen keywords.
After: SEO is like a compass for your content, guiding it towards visibility on the vast sea of the internet.

Using metaphors in your marketing content

Metaphors are figures of speech directly referring to one thing by mentioning another, suggesting a likeness or analogy between them. They’re imaginative ways of describing things. Unlike similes, which use the words like or as to make comparisons, metaphors make comparisons without those words.

For example, the phrase Life is a highway suggests that life, like a highway, is a journey. You’re traveling it with a madcap assembly of others. And that journey, like the highway, can be rough or smooth.

Here are two recent metaphors you may have come across:

Data is the new oil. This metaphor emphasizes how valuable data has become today, much like oil was during the Industrial Revolution.
AI is the electricity of the 21st century. This metaphor highlights AI's effect on industry in the same way that electricity revolutionized the world in the 20th century.

Metaphors and similes help you create clear, understandable content, whether explaining AI to small business owners or go-to-market strategies to your team. The goal is to make your message stick. And these literary devices are a great way to do just that.

8. Injecting emotion: How to enliven dry pitches

Have you ever painstakingly crafted a pitch packed with facts and figures, only to be met with polite nods and non-committal responses? While facts are important, the missing emotional connection often leaves potential clients uninspired. Let's transform two "dry" statements into pitches that resonate and win engagements.

Scenario 1: The higher education consultant

Imagine that one element of the consultant’s messaging is identifying performance strengths and resolving situational roadblocks to improve promotional opportunities.

But she’s now out to win a long-term strategic planning contract with a university president. Should she share her messaging as-is? Heck no! Let’s add the emotional element:

There’s no need to lose sleep over declining enrollment and budget pressures. We help university leaders turn ambition into real, sustained growth. By partnering with us, you’ll gain the clarity and actionable insights you need to make strategic decisions that attract top-tier students and the funding you need to support groundbreaking research.

This revised messaging is longer but speaks directly to the president's likely anxieties and aspirations. It positions the consultant as an empathetic problem-solver who shares their vision for excellence.

Scenario 2: The precision manufacturer

Imagine that one element of the company’s current messaging reads: Our injection-molding machines produce parts with a tolerance of 0.001 inches.

Let's add the emotional element so we can help the company land a contract to manufacture critical components for a revolutionary prosthetic hand for children.

Our commitment to precision goes beyond a 0.001-inch tolerance level. We know that the parts we’ll create will allow children to grasp a toy, hug a parent, and experience the joy of everyday living. We’ll pour our expertise into every piece we produce because every detail matters when restoring a child's independence.

This message connects the technical capability to the profound human impact, showcasing empathy and shared values with a customer who cares deeply about improving children's lives.

In any pitch situation, it's your job to uncover the prospect’s key frustrations and hopes and then weave those emotions into your messaging. When you do so, you demonstrate to the buyer that you see them as more than a transaction. You see them as a person or team whose challenges and goals matter.

9. Crafting powerful headlines: Techniques for attention-grabbing titles

Think of your headline as a potential reader’s first impression. In the endless sea of online content, a weak headline means your carefully crafted message may never get seen, even if it's fantastic. It's your job to make those first few words count!

Great headlines:

Capture attention, whether through intrigue, surprise, or piquing curiosity.
Offer a clear benefit so readers can instantly see what’s in it for them.
Uses powerful language, strong verbs, vivid imagery, and even a sense of urgency.

Let's look at two examples common in the tech industry and how to elevate them.

Example 1: Headlines for an AI company’s website

Imagine an AI company with a website headline that reads Run any AI model in your cloud or ours. Sure, it’s factually accurate, but it lacks a compelling benefit for the reader. Here are a few potential revisions:

Unlock the power of AI: Run any model seamlessly and slash development time by 30%. Specificity increases credibility and addresses the desire for fast results.
Stop cloud woes. Run your AI models anywhere and eliminate costly cloud headaches. Headaches are relatable and costly evokes the fear of lost resources.
Simplify AI deployment and accelerate your results. This headline speaks to the complexity of deploying AI models, highlighting speed goals.

Example 2: Headlines for an AI consultancy’s website

Imagine an AI consultant whose website headline reads: Artificial intelligence is transforming industries. While true, the statement doesn't entice readers or explain the consultant’s value.

Potential revisions:

Seize the AI opportunity and its power for breakthrough growth. This headline taps into the reader’s excitement, ambition, and desire to differentiate from the pack.
Lost in the AI maze? We'll help you chart a clear path to success. This headline reflects the reader’s feeling of overwhelm and confusion.
Don't just adapt to the future. Shape it with an AI strategy that delivers lasting results. This headline taps into a visionary leader’s desire to be an innovator, not a follower.

Updating headlines is one of the quickest ways to boost the performance of your content. Look at recent blog posts, emails, and social media posts. Are any of them underperforming? Choose one and brainstorm new variations, trying to inject curiosity, emotion, or benefit.

Here are a few other headline tips.

Specificity sells. Avoid vague language and zero in on exactly what the reader will gain.
Use the words you and yours to speak directly to readers.
Use free resources like CoSchedule’s Headline Analyzer to get feedback and suggestions.

Now, go and get those clicks!

10. Using social proof: Adding credibility to enhance persuasion

When competing companies each proclaim that they’re the best, brightest, or fastest, people want validation before buying, engaging, or subscribing. Social proof is that validation. It shows that others have taken the leap with positive results, which eases anxieties and makes your offer more compelling.

Social proof includes:

Testimonials—short, powerful quotes from satisfied clients.
Success stories—customer stories that detail the transformation you made happen.
Reviews—star ratings, especially from trusted review platforms like Amazon or G2.
Client logos—recognizable brands add credibility.
Social media—shares and positive comments inspiring others to try your services.
Data and numbers—increase trust, for example: helped 250+ businesses create content.

You can use social proof everywhere. For instance:

Add a logo wall or an element with rotating testimonials on your website.
In your sales materials, include links to relevant success stories.
In emails, weave in short, powerful customer quotes or data points.
On social media, share customer wins and positive feedback.

If you don’t yet have social proof, start requesting it from happy customers. Be specific about the feedback that’d be most valuable to you, but give your customers the freedom to say what they wish. Authenticity is crucial. Only use genuine social proof and present it in an organic, not exaggerated way.

Putting it all together

The fundamentals of clear writing aside, you can use the five tips in this article to elevate your content from merely informative to truly captivating and persuasive. A conversational tone builds connections with readers. Metaphors and similes help readers quickly understand complex and abstract topics. Emotional appeals make your message resonate more deeply. Attention-grabbing headlines help your audience notice your carefully crafted messages. And the strategic use of social proof shows that you're not just making claims—you deliver results.

Up next…

Want to make your content even more powerful? In the next installment of this series, we'll dive into mastering engagement and visual appeal. You'll learn how to craft compelling calls to action, make your formatting reader-friendly, tap the power of questions, and use visuals to break up text and boost comprehension.

25 Writing Tips for Business Owners and Content Marketers: Part 2

6. Avoiding jargon: How and when to keep the language simple

The critical point to consider when thinking about jargon is your reader’s level of understanding.