Newsletter Campaign Planning: Easy as A B C

newsletter campaign planning

Success takes planning


Do you publish a company newsletter? If so, why? Did you see the potential benefits of publishing a newsletter:

  • lead generation,
  • building and maintaining relationships, and/or
  • establishing thought leadership?
newsletter campaign planning

Maybe you realized that newsletters provide a low-cost, instantaneous channel to engage your list. That newsletters provide another channel to publish your quality content. In fact, newsletters leverage, rather than compete with, other assets in your strategic content marketing plan.

Yet, after months or even years of effort, you might not be reaping the benefits you sought. Why? The most important thing about a company newsletter is consistency.

As with all content marketing, consistency counts. Inconsistency in a newsletter campaign takes on several forms:

  • if your delivery days and intervals vary,
  • if your design, layout, and format changes with each edition, and/or
  • if your content isn’t consistently engaging and educational.

If your newsletter isn’t consistent in deliver, design, and content, you may be missing out.

What’s the solution? You need to take action and make a plan!

Newsletter campaign planning

A newsletter campaign plan will help you establish and maintain consistency. Get your team together and thrash out a plan! (You can develop your own plan using the free checklist you’ll find here.)

It’s as easy as A B C:

  1. Newsletter Delivery and List Management
  2. Newsletter Design and Layout
  3. Newsletter Content and Tone

Let’s get started!

A.     Newsletter Delivery and List Management

Publishing frequency- monthly, weekly – and the day you publish

The frequency at which to publish your newsletter is critical to success. Monthly is generally considered a minimum to maintain interest and build a relationship. Less than that and you start losing readership because they forget who you are and why they subscribed.

If you have more than one audience you might think about sending two shorter, distinctively different newsletters each month. This would allow you to tailor each issue to a particular group.

Address the newsletter will be sent From and the email address the Reply will be sent to

People only open emails from people or groups they trust. Set up an email address that the newsletters will be sent From, preferably a person and with your company URL – To increase engagement, have any replies to the newsletter delivery email come to a designated email inbox. Reply to all comments and suggestions.

Information you collect at sign up

Keep your newsletter sign-up form simple. All you really need is their email address, but a first name is nice too. Just be aware that if you ask for too much information you risk scaring people away potential.

When people do sign up, what happens on your end? Develop a procedure for new subscribers. Establish who maintains the subscriber list and how is the information you collected at signup is incorporated into your list.

Auto-responder messages

Draft up a welcome message for new subscribers. Thank them for signing up and tell them what to expect, such as a confirmation email or a download link. Ask new subscribers to add you to their contact list to avoid landing in their spam folder. Include a prompt asking your reader to forward a sign-up link to a friend.

B.      Newsletter Design and Layout

Great design plays a big part in improving open and click-through rates. Your design should:

  • be clean and easy to digest,
  • complement the content and your audience,
  • include attractive and engaging graphics and photos, and
  • have a clearly visible and actionable CTA.

The design of the newsletter will incorporate the name, tagline, and recurring sections.

Newsletter name and tagline

The name of your newsletter is important. You want it to be memorable and catchy, while telling readers what it is about. You are trying to build a readership and also a brand. Use the tagline to draw readers in.

Recurring sections

Recurring sections are comforting for your subscribers. Your readers like knowing that a certain favorite section is always there. It is always nice to have an introductory welcome message from the ‘author’. Change it up each edition will a personal summary of the contents.

You might have a ‘global’ level section where you examine high level changes in you niche. Legislative changes, technological changes, political changes. Next level down might be about new solutions to problems your audience is facing. Then maybe a section about what your company is up to in the space.

Always include the About Us section and your company contact details.

C.      Newsletter UVP, Content, and Tone

Unique Value Proposition

Establish your company’s unique value proposition (UVP) and showcase it in the newsletter. It’s about what makes you unique in your niche.

Part of your UVP is understanding you audience. If you know your audience, you can figure out what they need, what their pain points are, and how you can resolve their problems.


Don’t put everything you know into each newsletter. Be selective in your content. Tell them why of your product not the ‘how’. Be sure to keep your newsletter informative. It’s not a monthly sales brochure!


Establish a ‘voice’ for your company newsletter. A tone that matches your operating style. A personality that’s different from others, competitors in particular. Think about your UVP and how that influences the tone of your newsletter.


There are a few things you should include is each edition you publish, in no particular order:

  • An edition number and date
  • Complete company contact information
  • An introductory note signed by the author
  • An overview of this month’s content and a preview of next month’s
  • A link to an archive of past issues
  • A sign-up form
  • An About Us section
  • A copyright notice


This post, Newsletter Campaign Planning: Easy as A B C, seeks to help you with your newsletter campaign planning. Develop and implement a plan for your newsletter campaign and reap the rewards!

If your team is already working to capacity delivering quality services to your clients, how do you manage to produce and consistently deliver a quality newsletter?

WaterCopy can help!

I provide newsletter planning and writing services that will keep your content machine running smoothly.  Contact me to discuss all your content needs.

Landing Page Mastery

landing page mastery

Four things you need to know to nail that landing page


Are your prospects stuck in the top of your sales funnel? Are they finding your website, reading a blog or a press release, and then moving on?

Quality content lures prospects into and through the sales funnel.  At the top of the funnel, content goals are around generating leads.  A critical way to identify a qualified lead and pull them further into the funnel is to offer something that your prospects will exchange their contact details for – a lead magnet.  Where do visitors end up when they click on your call-to-action?  On a landing page!

Identifying the goals and target audience for the landing page follows on from the goals of your lead magnet. The landing page reflects the style of the lead magnet and, ultimately, cultivates action. 

In this post, we will examine four things that help build a landing page that converts:

  1. the Value of your offer
  2. the Impact of your offer
  3. building Trust in your offer
  4. using Design to lead to action

First, we look at the value of your offer.

1       the Value of your offer

It’s said that you have less than 8 seconds to make an impression. That means it is critical to get the unique value proposition (UVP) of your offer right up front. Your UVP should communicate the value of your offer and it should differentiate you from others in the marketplace. 

On a landing page, showcase your UVP in the headline and tagline, and in the body copy.  By addressing these SEO basics on your landing page, you also increase traffic to the site.  More traffic means more potential conversions.

The headline

The headline on your landing page should be concise and specific. You want it to compel the site visitor to act.  Headline the benefits of taking up the offer. Overcome any objections with a clever tagline Try to reinforce any implied urgency.

landing page mastery

There are lots of guides out there on how to write a great headline.  Most agree that you can spruce up a mediocre headline by:

  1. including numbers,
  2. adding an intriguing adjective, or
  3. using action verbs.

Just be sure to keep the headlines about the offer. A landing page is not the place to sell your brand. Stay in context with the content your visitors were consuming when they the clicked through.

The body copy

Body copy on a landing page that converts aligns with the headline and tagline.  It should focus on the benefits, results, and outcomes that can be expected from the offer.

Don’t bombard visitors with all the benefits of the offer. You only need to list as many as are necessary to move the visitor toward the call to action on the page.

Try to address any anxieties that may be plaguing your visitor.  They may be worried that your product or service won’t make a difference, that it won’t solve their problem. Let them know the offer will start them on the path toward a solution.

Address SEO

Although optimizing for search engines is not a critical factor for conversion success, it doesn’t hurt. Use relevant keywords in the headline and tagline. Sprinkle them in the body copy. Make sure the page name is using the same keywords. Optimize the meta description on the page for keywords.

Critical to building a landing page that converts is showcasing the Value of your offer – your Unique Value Proposition. Showcase the landing page UVP in the headline, tagline and the body copy. Optimize for search engines. 

2       the Impact of your offer

The whole point of a landing page is to compel your visitors to fill in a form and click a button to download something of value. So next it is the CTA and the form to think about for a landing page that converts.


The whole point of the Call-to-Action (CTA) is to get the visitor to fill in the form and push the button.  A CTA of “Submit” may not be enough to compel action.

landing page mastery

You’ve only got a few words to get visitors to fill in the form. Choose them carefully.

What makes a CTA compel action?  A powerful CTA:

  • is concise, and
  • action-oriented (maybe a short phrase using an action verb),
  • that plays on a visitor’s fear of missing out, or
  • evokes excitement and enthusiasm to stimulate action.

You can even add an incentive to convert, some added bonus for acting.

The Form

The form is focused on gathering information about your visitors.  The amount of information you can expect a visitor to give you is directly proportional to the value of the offer. 

It is easy to scare prospects by asking for too much.  To draw leads into the middle of the sales funnel, keep it simple.  Getting a name and an email address allows the conversation to begin.  Further into the funnel, when content is more valuable, you may be able to ask for more details.

As with all web content, make sure the form is mobile-friendly.

A critical factor in the design of an effective landing page is the call-to-action and the form.  A concise, compelling CTA and an appropriate form contributes to conversion.  Take some time to get it right.

3       building Trust in your offer

When designing a landing page that converts, getting people to exchange their contact details for your offer requires trust.  They need to trust the offer and trust that their privacy is ensured.  They want social proof that you are trustworthy, that your offer is worth it.  They also want to know they are not the only ones taking action.

landing page mastery

Effective landing pages always include trust-building elements.

Trust building elements can be in the form of testimonials, social sharing, photographs of actual customers, client logos, third-party certifications (trust badges), or even short case studies. 

Three of these are particularly effective at establishing trust: testimonials, images and video, and enabling social sharing.


Testimonials are powerful because you’re not the one saying nice things about your products.

Three things make a testimonial persuasive.  They persuade if they:

  1. mention a specific benefit your product offers;
  2. substantiate a claim you’ve made; and/or
  3. favorably compare your product to a competitor.

You may not find a customer that will testify to all three.  Use the best you have and make sure they relate to the specific offer on the page.

Images and video

Images and video help you connect on a more personal level.  Images capture a visitor’s attention and encourage them to stay on the page longer.  Use images and video to show snippets of the content on offer.  Perhaps a photo of actual customers.  After all, a picture is worth a thousand words!

Social sharing

Social sharing has emerged as another powerful trust element.  Be sure to allow sharing through all your social media channels.  The number of shares highlights your status as an industry expert among your visitors.

Trust is an important part of the buyer’s journey in every industry.  The water industry is no exception.  On a landing page, trust is established using trust-building elements such as:

  • testimonials,
  • social sharing,
  • photographs of actual customers,
  • client logos,
  • third-party certifications (trust badges), or even
  • short case studies.

Using elements like testimonials, images and videos, and social sharing on your landing pages will help build trust in your offers and in you company.

The final critical factor in designing a landing page is visual flow.  Your landing page has one goal: for the visitor to fill in the form and click the CTA button.  Accentuate your most important content by optimizing for scanning, using consistent design elements, and presenting easy-to-read copy.

4       using Design to lead to action

Your landing page should present a simple, easy way for your visitors to take the action they need to do to access the offer.  Keep it free of clutter.  No header, no sidebars.  The visitor should have no other option but to fill in form and click the CTA. 

Optimize for scanning

Readers tend to track across a page in an ‘F’ pattern.  They track left to right across the top of the page and then down the left side.  Attention then focusses on the final horizontal in roughly the middle of the page.  That’s where you want your CTA.

Make sure you keep all the important stuff above the fold because many visitors will not scroll down the page. Use dot points (more on this below) where possible.

Consistent design elements

Although you have removed the distractions associated with headers and sidebars, you need to keep the design of your landing page consistent with design of the site your visitor clicked through from.  This implies trust, that it is the same company site where they started.

Easy-to-read copy

Use plenty of white space so the bright color of the CTA button stands out.  White space relieves the reader’s eyes and provides contrast to company colors.

Dot points break up blocks of text and allows for skimming.  Use dot points to address anxieties and highlight benefits of taking up the offer.  Focus on the benefits.

By using design to lead the eye you present an easy way for your visitors to access your offer.  By optimizing for scanning, maintaining consistent design elements, and using easy-to-read copy your landing page will convert.


This post has demonstrated four things to think about when designing your next landing page.  Each factor has its job to do:

  1. the Value of your offer: the UVP should dominate the headline and tagline. They keep visitor on the page and move them further into the copy.
  2. the Impact of your offer: the CTA encourage action. Form fields reflect the value of the offer.
  3. building Trust in your offer: trust elements turn naysayers into believers
  4. using Design to lead to action: visual flow leads the visitor straight through to the CTA and form.

Do you have trouble producing enough content to satisfy your audience?  Do you need help producing white papers and case studies? Lack the time to write those blogs, that newsletter article?

I am an expert water quality scientist with experience in the water industry. I understand the science behind your solutions.  I can interpret the jargon.  I can explain complex ideas in simple terms and compel your prospects into action.  Contact me to discuss your next content project.

Book a FREE Consultation! 

Lead magnets in the water industry: Why? What? How?

lead magnet checklist

If you’re going to give it away make it worth it. An 8-point checklist


In the last few years, the term lead magnet has become a bit of a buzzword. But what exactly is a lead magnet? And why is everyone making such a big deal about it?

lead magnet checklist

Essentially, whenever a prospect lands on your website, your end-goal is to drive profitable action. But visitors are seldom ready to make a decision right away. They want useful and relevant resources and information. That’s where lead magnets come in.

When you use lead magnets, you give your prospects access to gated content. In return, they fill out a signup form on your site. Voila! They just joined your email list, which makes it much easier to engage with, and convert them into future buyers, through email marketing.

In this post, we’ll look at why you need a lead magnet, what kind of lead magnet to offer, and how to make sure your lead magnet meets its goal.

Why give stuff away?

You may be asking why you should develop something valuable just to give it away? You do it because a lead magnet is a piece of content that will draw in the type of leads you want to your business. It’s a way for you to identify potential customers.

lead magnet checklist

The main benefit of a lead magnet is to grow your email list. Your lead magnet must, therefore, be valuable enough for a person to give you their contact details in return. Once a person has given you permission to email them, you can start to build a relationship with them. Pure gold!

What to give away?

The type of lead magnets you offer will depend on your product and on your prospects. Some good types of lead magnets for the water industry are:

Useful and educational resources

Once you have identified a topic your audience wants more information about, develop a short, concise piece of content that educates and informs. Infographics are excellent useful and/or educational lead magnets when professional designed and presented.

Just keep content assets short and leave them wanting more. Leave them wanting more information they can only get from contacting you directly.

Cheat sheets, and checklists

Cheat sheets are popular because they save people time. They work similarly to a checklist, only cheat sheets have a more actionable nature to them.

lead magnet checklist

Both cheat sheets and checklists are useful if you’re sharing tips that help readers understand complex tasks for the first time.

When developing a either cheat sheet or a checklist, remember to keep things brief and concise. With this type of content, it’s not about telling a story, it’s about getting straight to the value of your offering.

Video training/tutorials

Video tutorials have been shown to boost your conversion rate as much as five times! There are technologies that make it easy to create a step-by-step video product in just minutes. Tutorials help customers understand a process or see how easy it is to use your product. An excellent choice for demonstrating your water and/or waste treatment processes.


Webinars are another highly efficient and currently quite popular lead magnet. Regularly scheduled webinars encourage your visitors to learn more about your company, your products/services, and your business culture. Remember, avoid making it purely promotional. In fact, you must offer value before asking for commitment from your leads.

Software downloads/demos

If your product is more intangible, like software, think about offering free downloadables. By offering a trial or a slimmed-down software version, you can significantly increase your conversion rate. Make sure your visitors have to opt-in before downloading your free product.

Surveys and quizzes

Depending on your audience online, surveys and quizzes can be effective. They encourage prospects to test their skills, knowledge, or attitude. You get to ask them for their contact information while entertaining them. You can also gain valuable information about your audience with clever survey/quiz questions.

How do you know your lead magnet is good? 8-point checklist

You’ve decided you need a lead magnet to build your email list. You have picked the perfect type of lead magnet for your audience. The next step is to develop an effective offering. So, what makes a lead magnet good? This checklist explains the eight criteria of a successful lead magnet:

  1. It is specific

Your lead magnet must be ultra-specific to the audience you want it to engage. If your offering isn’t relevant to their wants and needs, they aren’t going to download it.

  • It focuses on one emotionally compelling idea

It is a common theme in content marketing: one emotionally compelling idea. Your lead magnet should engage your reader on an emotional level. Solve a problem – generate gratitude. Offer a useful resource that makes their job easier – build trust. Give them an engaging quiz – entertain them.

  • It will solve a problem

Successful lead magnets are focused on solving a problem for the reader. Make life for your prospects easier, better, smarter.

  • It is useful

The offering must have value – actual value. Solve a problem for your lead. Provide valuable information. Offer a demo or free trial. Make sure it is valuable enough to your audience from them to give you their email address.

  • It is actionable

Lead magnets should provide instant gratification. Solve a problem, entertain, or educate – just do it quick!

  • It is concise

Lead magnets are for quick consumption. The rule is no more than 5 minutes to experience the content. Leave them wanting more.

  • It shifts the relationship

When the reader trades their contact information for your lead magnet, they are demonstrating trust. Trust that you will value their connection. Trust that you will follow up with them.

  • It must have high perceived value

Just because you are giving something away, it shouldn’t look free. Design and formatting must look professional and of high perceived value.


If you want to build a relevant contact list and establish a relationship with your prospective customers, you need a lead magnet. Email marketing still delivers the highest ROI of any channel, so the quality and size of your contact list is extremely important.

With a lead magnet you give your prospects something they want for free. In return you get contact information to use in email campaigns. However, before creating your next lead magnet, ask yourself this question:

What can we give away for free that will make our prospective customers’ lives better?

If you can answer that, you’ve got a great idea for a lead magnet!

Are you so busy making a difference to your clients that you don’t have time to tell your good news stories?  Have you solved a wastewater problem for a client, a community, a country? Then get that story out there!  Let the world know how your company solves problems and makes a difference.

That’s where WATER COPY comes in.  I research and write top quality science-based content. (Click here to see more details about my skills and experience).

Contact me to discuss your next content asset.

Book a FREE Consultation!

The Truth about Your Content: Five steps to more persuasive writing

more persuasive writing


Is your content ‘talking’ to your audience? Would more persuasive writing increase your content’s ROI?

The whole point of marketing is to start a one-on-one conversation between two people. Ultimately a conversation between your sales person and their CFO.

Your product is complex and technical. That’s fine.  But if your content is hard to understand the conversation may never get started.  You need to simplify the language in your content to make your complex, technical product understandable.

In this post, we look at five steps you more persuasive writing. First let’s look at how readability is assessed by most word processing software.

Readability: Flesch Kincaid (FK) Explained

The Flesch Kincaid readability assessment was developed to assess the difficulty of reading materials for upper elementary through secondary grades.  Although the FK test was developed to assess reading material for students, the FK score is basically about the readability of the text.  A scale based on a formula.

The FK score is assessed on these factors in a piece of writing:

  • # of letters per word: more letters, more difficult to read.
  • # of words per sentence: more words, more difficult to read. 
  • # of sentences per paragraph: more sentences, more difficult to read.
  • % passive sentences: more passive sentences, more difficult to read.

Most word processing software reviews documents and reports on two FK parameters:

  • Flesch reading ease, and
  • FK grade level score.

The Flesch reading ease assessment is reported as a percent and the higher the score the better. On the other hand, for persuasive content, an FK grade level score of 8 or less is best.

Although the FK score can help you improve the clarity of your writing, it does have drawbacks.  For instance, in writing water industry content, you will need to use some jargon and technical terms. Just be aware that your FK score may creep up if you rely too much on these less familiar and less used terms.

Remember too, that while bad readability scores often reflect poor writing, good readability scores do not by themselves mean the writing is good.

Now on to the five steps that will start you on your road to more persuasive writing.

Step #1: Find one emotionally compelling idea

The most powerful aid to more persuasive writing is to identify one emotionally compelling idea.  One that engages the reader both emotionally and rationally. When you try to write about many things your message becomes diluted.

more persuasive writing

It doesn’t have to be factual. But it does need to feel like it is or should be true. It must be so emotionally attractive the reader will want to believe it.

An emotionally compelling idea should generate a feeling of discovering something new and useful.  Something new to think about and share.

How to find that emotionally compelling idea.

There is no substitute for research.  You need to know the topic – your product or service – and its features and benefits. You need to know your audience and their needs. 

It always helps to start with a brainstorming session.  Whether alone or with your team, think about all the features and benefits of your product or service.  If an emotionally compelling idea doesn’t jump off the page, which it most likely won’t, more research is required.

more persuasive writing

Keyword research identifies topics that people are searching for. Keep and maintain a list of keywords and keyword phrases. Find out what your audience is interested in, what they want to learn about.

After further research into features and benefits and your audience’s needs, you then repeat the brainstorming activity. Itemize the benefits and turn each into one emotionally compelling idea.

Put that emotionally compelling idea right up front

Studies have shown that people like to know what they’re in for right from the start.  Put your emotionally compelling idea right up front.  In primary school, they taught us that when writing a report, you should:

Tell them what you are going to tell them,

tell them,

then tell them what you told them.

It still applies today.  Put the emotionally compelling idea up front and draw your audience through to the call-to-action. You can help your reader by:

  • Stating the subject of an email in the subject line.
  • Including an executive summary with a white paper.
  • Stating the basic facts about a news item in the first sentence or two of a news release.
  • Providing an introduction, regardless of the length of your document.

Step #2: Use an easy-to-read style

More persuasive writing uses an easy-to-read style. Your reader can then focus on your message rather than muddling through dense text.  These three tricks will help you develop that easy-to-read style.

Trick #1: Use personal pronouns

Using personal pronouns gives your writing a conversational tone.  Personal pronouns seem to connect the reader to the writer.  A conversational tone helps your reader focus on your message rather than your language. 

Just be sure that personal pronouns are right for the content.  It may not be appropriate in every situation.

Trick #2: Avoid jargon

It’s easy to be drawn to words that are common in your industry. But are they common to your audience?  When writing for non-specialists and you have a choice between words, use the common, everyday word.

more persuasive writing

A couple further pointers on word choice:

  • Use positive words. Negatives like don’t in front of a verb can make some readers stumble.
  • Avoid long strings of nouns. Sentences with several nouns in a row can be difficult to navigate.
  • Use inclusive language. Unless your document is about men, don’t use only male pronouns (he, his).

Sometimes you may have to use a technical term, even when you’re writing for non-specialists. In that case, choose words that will help your readers. 

Trick #3: Avoid padding with words like very, really, actually, or carefully

These words don’t serve any purpose.  Keep in simple, keep it easy to understand.

Step #3: Keep it concise and to the point

When writing about complex technical subjects, you need to construct your sentences carefully. More persuasive writing uses direct, simple sentences.  In fact, long sentences almost always have complex grammatical structures.  This puts a strain on the reader’s immediate memory.  The reader has to retain several parts of each sentence before he can combine them into a meaningful whole.

Here are a few tricks to help you keep concise and to the point:

Trick #1: Keep sentences and paragraphs short.

The average length of your sentences should be 20 words or fewer.

Trick #2: Sentences should focus on one idea

Keep it simple. Cover only one idea per sentence and one theme per paragraph. Get to the point; don’t wander around first.  Find one emotionally compelling idea, as we discussed in the earlier in this post.

Trick #3: Use the active voice

Use the active voice.  The passive voice tends to seem evasive:

The standards were breached.

Who breached the standards? As a reader, you might think: Is the writer trying to hide something from me? If you don’t want to appear to be hiding something, you should use an active voice:

The refinery breached a water quality standard.

Step #4: Make it skim-able

You can make your document more persuasive by providing cues that promote skimming.  There are a couple tricks you can use to help these readers out.

more persuasive writing

Trick #1: Use headings

Headings show your readers how your document is organized.  And they let your reader skim the text to find the information they’re looking for.  Readers on the Internet tend to move on to something else if they don’t find what they’re looking for quickly.  In longer documents, add a table of contents at the beginning, too.

There are several ways to write a heading.  You can state it as a question, as a phrase, or as a declarative sentence:

  • Question. “Are there two kinds of people in the world?”
  • Phrase. “Two kinds of people in the world”
  • Declarative sentence. “There are two kinds of people in the world.”

Trick #2: Break up blocks of text with bulleted/numbered lists

Lists are easy for readers to skim. Choose numbers when presenting a list with items in a specific sequence or rank order. Use bullets when the items listed are equivalent in importance.

These tricks improve readability because:

  • They make it easier for readers to find what they want.
  • They make your content less intimidating by breaking it up visually.

Step #5: Structure it to soothe the reader’s eye

Long blocks of text can intimidate readers.  Persuasive writing is easy to read in a visual sense, making it easier for the reader to understand your key message.

You can soothe the reader’s eye by using white space. Use adequate margins and space between sections. Keep paragraphs short.  The lists help break up text and provide relief to the eye as well as enhancing its skim-ability.

Visual tools can help explain your content.

  • Infographics provide a clear visual representation of data, relationships, or ideas.
  • Tables can help comparisons and show relationships without using a lot of text.
  • Lists group similar items. Numbered lists are ideal for items that are sequenced or ranked; other lists may be bulleted.
  • Other visual tools include inserts, charts, maps, and checklists.

Make sure the tool you use matches your content and the needs of your audience. You can’t explain everything with a pie chart!


In this post we see how plain language improves understanding.  Understanding leads to trust, and ultimately to action from your prospect. Action that can lead to a one-on-one conversation between two people.

Your product is complex and technical. Simplify the language in your content to make your complex, technical product more easily understood. Take these five steps to more persuasive writing:

  1. Find one compelling idea
  2. Use an easy-to-read style
  3. Keep it concise and to the point
  4. Make it skim-able
  5. Structure it to soothe the reader’s eye

To keep these five steps in mind while writing, download and print the handy checklist:

Five Steps to More Persuasive Writing – A plain language checklist to simplify your writing


Contact WaterCopy for all your content writing requirements.