October 8, 2021



As an entrepreneur, do you want to send a clear (advertising) message to your target group? It works with the right writing technique!

Blah, blah, blah, blah, blah… A lot of advertising texts that we come across every day in newsletters, advertising letters, brochures, leaflets and the like are unfortunately nothing but hot air on closer inspection. They often miss the actual target group, mostly for far too long, overflowing and simply not getting to the point – pure “blah”. As an entrepreneur, you want to convey a clear (advertising) message to your recipients and anchor certain campaigns or offers in the minds of your potential customers.

To do this, you first need a clear structure when writing and, above all, a motto, namely: It’s getting shorter and shorter!

Yes, you read that right – even if many entrepreneurs refuse to believe it because they think EVERYTHING is important: You can shorten the texts at any time. You don’t have to summarize everything in one paragraph or even one sentence. And you don’t need to embellish your sentences unnecessarily to make them sound as pompous as possible.

The best example: look at this sentence! Do you immediately understand what that means?

“After arriving and checking the conditions, I was able to win.

It’s all so simple:

I came, I saw, I conquered.

Of course, this example is exaggerated, but it clearly shows where the path of professional text creation in dialogue marketing leads:

It works with these specific tips:

Tip 1: Use the KISS formula (= Keep It Short and Simple): Always use

– short sentences: guideline: no more than 14 to 20 words per sentence

– short words: the focus area of the eye is an oval with a diameter of about 3 cm. Therefore: Do not use more than 5-6 syllables per word!

– Example: automotive supplier conference -> Automotive Supplier Conference -> Automotive supplier conference

Tip 2: Use as few foreign and technical terms as possible!

When discussing in-house expertise with colleagues, you can get lost in specialist terminology. But that has no place in external communication, on the contrary: you are only confusing your potential customers. It is therefore best to write in such a way that your grandmother understands – that is the best recipe: simple, clearly understandable and with as few foreign and technical terms as possible.

Important: do not be afraid of simple sentences! Many entrepreneurs would like to formulate exaggerated, so-called “beautiful” sentences with lofty terms in order to come across as professional. But in reality, the alleged fear of banality makes these sentences cumbersome, difficult to understand and, in the worst case, even illegible.

Practical tip no. 3: Get away from the style of the names!

Nobody likes to read sentences that describe activities by name. But corporate texts are full of them! And all because companies want to express themselves as supposedly “educated”. Do not do that! Use verbs instead of nouns when you want to describe or explain something in more detail! For example: – Incorrect: “If you enter your details in the form below, you will be registered in our database”. – Better: “Enter your details in the form below! In this way you will be registered in our database ”. – Bad: “Our offer to work with you” – Better: “Our offer to work with you”.

Tip 4: Avoid auxiliary verbs!

Auxiliary verbs like “must”, “may”, “will”, “can”, “will”, “should” or “shouldn’t” have no place in your company’s communication. For example: – Wrong: “Can we …” – Better: “We will send you …” – Bad: “We hereby inform you that …” – Better: “We are hereby informing you …”

Practical tip 5: write actively!

Demand concrete actions instead of exaggerated wording. For example: – Act now! – Order now! – Try it! – Save now! – Say what you want very clearly and don’t talk around the bush! If you want your customers to buy something, you have to say it too: clearly, not too shyly, in the right places – and not too pushy.

– You should write clearly,
– Use the simplest possible words – and use a simple sentence structure!