How To Write Engaging Copy

5 Quick Tips For Mortgage Brokers

When it comes to writing copy, in today's world it has to be engaging. But that also means easy to read. So here are 5 quick tips to help:

• Write how you speak

• Keep it short

• Use an active voice

• Ask questions

• Break it up

5 Quick Tips For Engaging Copy

Because copywriting is a different skill to any type of writing. And language rules you learn at school should be forgotten. Don’t worry about the grammar police Your words can be so powerful. They can make the difference to brand engagement and brand abandonment. And a difference to conversion rates.

Write How You Speak

Writing like you speak creates a natural, conversational tone that engages readers and makes your words feel authentic. Conversational writing is meant to copy the informal way you talk with your clients over coffee. Unlike formal writing, which often feels stiff and outdated, conversational writing uses a relaxed tone to make you feel comfortable. So just say what you want to say out loud - then write it down in the same manner.

Keep Sentences And

Paragraphs Short

Where possible, keep sentences to a maximum of 12 words. This is not always possible. Especially if writing how you speak. But use this as a guide. Also, keep paragraphs short. One point in each paragraph.

Ask Questions

What happens in conversations with clients? You ask questions. And asking questions in your writing can engage readers and prompt them to think.

Use An Active Voice

This tip I struggle with at times. But an example of an active voice would be: Mortgage brokers write about 80% of all mortgage applications. A passive voice would read: Approximately 80% of all mortgage applications are by mortgage brokers.

An active voice is where the subject "Mortgage brokers" perform the action "Write 80%"What went right about your week? How did that make you feel? Tell me more. Asking the right question can nudge them to take a specific action. 2. Keep sentences short = 12 words or less

Keep It Simple

The mortgage market is full of jargon. Companies love to use big fancy terms. Some people like to use big words to look smart. Avoid all of this. Again, writing how you speak helps here. But keep things simple. Short, every day words. This is all relevant for every day and of course Consumer Duty.

Break It Up

I notice a trend on the BBC website that contradicts this final tip. Use subheadings. As many as you can. This helps those who like to skim read. The BBC often do not do this, which is interesting. Use imagery and icons to break things up too. Visual is good, like in this article!!

And use quotes to highlight key points.