2 Tips to Write More Readable Copy
For passive sentences, a lower ranking is better than higher. Target 10 percent or less. The passive voice is not as interesting and exciting as the active voice.
If the Reading Ease Score is lower than you want, and Grade Level score is higher than you want, isolate paragraphs and sentences to identify problematic copy. Then here's how you change the score:
- Use smaller words
- Shorten your sentences
- Shorten your paragraphs
A review of your copy's Reading Ease and Grade Level is an essential step that should be automatic every time you write and evaluate copy.
And in the interest of self-exemplying, here is the Flesch-Kincaid score of how the copy for this blog post ranks:
- Sentences per Paragraph: 3.0
- Words per Sentence: 14.0
- Characters per Word: 4.9
- Passive Sentences: 3%
- Reading Ease: 51.8
- Grade Level: 9.5
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.