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5 Ways to Write Copy and Avoid Being Clever and Critical


There are times when writing can inspire such strong emotions that you
find yourself becoming critical or overly clever. While it may sound 
or look good to you and a few people who know you, it may not always
have the same kind of reception with the rest of your audience. By 
using a tone of writing carelessly, you might not get the kind of 
results you want. Here are reasons why you should avoid being clever
and critical just to write copy and how to improve your writing 
 Being overly clever is seen as arrogance
You've probably come across writers who try too hard to impress their 
audience. You will agree that they often seem condescending and 
annoying. The reader's usual reaction is often, 'What, does this 
writer think I'm dumb?'  

By being too clever, you'll alienate your audience, who won't be 
too pleased at being subjected to a write-up that seems to insinuate
that they are ignorant. Instead, speak to them the way you would to a 
respected colleague and don't simply assume that you know better.

Being critical can ruffle the wrong feathers

There are writing styles and topics that call for a writer to use a 
critical tone. Satire, for example, is very often critical. However,
really great writers still manage to inject good humor into the 
writing, which is actually a sign of genuine talent.  

When writing reviews, for example, you also need to be critical in 
order to inform the reader the positive and negative points of the 
person, event or product being reviewed.  Being critical could be 
harsh but if you can phrase your sentences well, your write-up will
be easier and more fun to read.  

Be like Shakespeare

No, it's not about iambic pentameters and rhymes but being able to 
state the obvious without doing so. Instead of confronting the issue 
upfront by being clever and critical, find ways to describe, illus-
trate, critique or opine. You can add words, omit some, use metaphors
and other tricks of the language. The key here is to produce a well-
written piece.  Just don't overdo it, though or people will know you're
trying to be clever.

Avoid strong language

You don't have to be offensive just so people will know that you have
something to say. Sometimes, writers can't help using strong language 
when trying to be critical about something.  

Some writers may even use strong language in the hopes of preventing
boredom in their readers. However, this trick often backfires since
not everyone is appreciative of language used only in B action movies
and street fights. If you use strong language out of context, your 
readers might think that you are either trying to be clever or being 
overly critical.

Instead of falling into this trap, turn to useful references such as
a dictionary or a thesaurus for better alternatives.  You'd be sur-
prised at how well you can write copy that expresses exactly what you 
want to say using well-chosen words. You'll gain more respect for it.

Use humor instead

Instead of being clever and critical when writing copy, consider appea-
ling to your readers' funny side. Some of the best writing ever
produced used humor to express opinions and ideas even about the most
serious of topics. Doing so will allow you to explore a different
aspect of your subject and to offer your readers a means to see things
in a different light.

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