You don’t want to be a good writer — you want to be a great one.
Fortunately for you, a few actionable tips can transform your writing forever.
In this guide, I’ll share with you the mechanics and process of great writing. We’ll focus on grammar, sentence structure, research, outlining, and creativity. Towards the end of the post, I’ll also recommend five great tools that turn your writing from meh to WOW.
No matter what your profession is, you can start using these tips right away.
Ready? Let’s begin.
Without proper grammar, you can’t accurately convey your points to readers, let alone attract sales. Here are two simple tips that help you improve your grammar.
Inconsistent grammar sticks out like a sore thumb.
Imagine you’re an entrepreneur looking for a web design agency to design your new website.
While scrolling their home page, you stumble on this copy:
Our agency’s services include:
Yikes, right?
The first bullet point is a present participle, the second’s a verb, and the last’s a preposition.
It comes across as lazy and unprofessional.
Your bullet points should follow the same grammatical structure, like this:
Our agency’s services include:
Small tweaks. Big improvement.
Let’s first do a quick recap on what active voice and passive voice actually mean.
Active Voice: A sentence where the subject performs an action stated by the verb (e.g. The online entrepreneur bought an accounting software).
Passive Voice: A sentence where the subject receives the action expressed by the verb (e.g. The accounting software was bought by the online entrepreneur).
You’ve probably read a lot of writing advice on how you should always stick to the active voice. That’s not always the case.
You want to mix it up with the occasional passive voice to add rhythm or change the subject’s focus in your writing.
For example, Ahrefs uses the passive voice to bring focus to its SEO tool on its home page.
If marketers were the focus of the copy, the active voice would be a better fit here (i.e. “Marketers from some of the world's leading companies use Ahrefs”).
Now that we’ve made some grammatical improvements, let’s check out the nuts and bolts of an effective sentence. By the time you complete this section, you’ll master writing sentences that hold readers’ attention.
A sentence fragment is an incomplete sentence that’s usually missing a subject, verb, or a complete idea.
Sentence fragments have no place in academic writing or school essays. But they’re useful in blog posts and web copies because they quickly relay information in an impactful way.
Copyhackers does this remarkably well. Note how the copywriting agency uses two sentence fragments at the bottom of the copy.
We’ll focus on the last three lines.
First, compare these two versions:
Version A: Finally master how to write persuasive copy fast, from pros who do it every single day, so you get results like more leads and paid conversions.
Version B (Copyhackers): Finally master how to write persuasive copy fast, from pros who do it every single day. So you get results. Like more leads and paid conversions.
Grammatically speaking, there’s nothing wrong with Version A.
But structure-wise? It’s a mouthful. That’s a lot of information packed in a single sentence!
On the other hand, Version B (which is exactly what Copyhackers has done here) breaks up the long sentence in fragments, driving the message home in the copy.
Did you notice how this structure makes you hang on to every important keyword (e.g. results, leads, paid conversions)?
That’s the power of sentence fragments.
They make the core message stick.
Readers don’t want to do extra work.
Help them connect the dots on what you’re trying to say. If you skip this step, you’ll create a disconnected reading experience.
Take this Zoom Alternatives guide I wrote for the AppSumo blog.
I’m embarrassed to admit that my first draft wasn’t as smooth as this.
Initially, I wrote:
“... But since the spread of COVID-19, the software’s become more of an annoyance.”
See where I went wrong?
I immediately jumped to Zoom being an annoying issue without explaining why and how it relates back to COVID-19. Readers unfamiliar with Zoom’s hiccups amid the pandemic have to work hard at deciphering what I wrote.
Fortunately, thanks to our rockstar editor, Max, adding “the influx of users,” it explains the root cause of Zoom’s issues, ultimately connecting the dots for readers.
Specifics are memorable. They bring your products and services to life and fire up readers’ imagination.
Generics are forgettable.
Imagine landing on a freelance content writer’s website and seeing this headline: “I write effective blog posts.”
You’d probably scoff and hit the back button.
How do you add specificity to this generic, snooze-worthy headline?
You show what this “effective” looks like (e.g. I write blog posts that rank on Google in two weeks) and back it up with a testimonial or case study.
An even better way of using specificity? Tap into the exact moment of highest tension your readers go through.
For example, instead of writing “10X Freelancer Bootcamp” on your online course sales page, go with:
55% of readers spend fewer than 15 seconds active on a page.
This tells us one thing: Users on the web aren’t really readers.
They’re scanners.
Incoherent writing overwhelms and turns off readers. To encourage them to stay longer on your page, make your writing as user-friendly as possible.
One easy way is to do this is to focus on meaningful keywords.
Let’s say you wrote this passage.
"There are some freelancers who seem to have a natural talent when it comes to finding work. They manage to get in front of their dream clients and convince them of their expertise and the ROI they deliver."
During proofreading, you realized there was plenty of room for improvement. As you began editing, you bolded the keywords...
"There are some freelancers who seem to have a natural talent when it comes to finding work. They manage to get in front of their dream clients and convince them of their expertise and the ROI they deliver."
… and trimmed it down to this:
"Some freelancers are naturals in sales. They know how to convince dream clients of their expertise...… and the ROI they deliver."
38 words down to 21!
Also, notice how clear and concise the passage is?
It compels readers to keep reading to the end, as though they’re zooming down a waterslide.
Research adds depth to your claims and proves the overall credibility of your post. Wondering how to get started? Here are several ways to conduct research.
Do a search on Google, and you’ll see most ranking posts basically repeat the same points.
There’s no original thought or distinction.
The constant rehashing of content has gotten so bad that there’s even a name for it: Copycat Content Crisis.
How do you beat this copycat crisis?
You start by sharing original insights.
Use journalism tools like HARO to call on for quotes from subject matter experts (SMEs), or source for real stories in community groups.
Case in point: When I was writing the AppSumo guide on cross-functional collaboration, I hunted for SMEs in Facebook and Slack groups.
It paid off.
A little more than a dozen SMEs reached out and offered to share their experiences:
Sometimes, all it takes is a Boolean search on Google to find additional (and oftentimes, hidden) sources.
Keep these search strings close by if you require more sources:
“report on [keyword]”
“statistics on [keyword]”
“research on [keyword]”
“case study on [keyword]”
Tip: If you have a source in mind, but its website’s search bar hasn’t been helpful, do a search on Google using this Boolean search string:
site:[enter URL] [keyword]e.g. site:quora.com grammar tips
You’ll be surprised to find sources you likely wouldn’t have unearthed in a typical search.
Social media, especially Twitter Advanced Search, is a goldmine for swipeable quotes.
It’s an excellent tool when you want to back up a claim with a specific tweet by a thought leader.
Imagine you’re writing an evergreen guide on content strategy.
In one of your key points, you mention content distribution and want to back it up with a tweet featuring Ross Simmonds, a thought leader in content marketing.
The problem: Ross has hundreds of tweets that will take you hours to dig through.
How do you approach this?
Use Twitter Advanced Search. Under This exact phrase, enter “content distribution”.
Next, scroll down to From these accounts and enter Ross’ Twitter handle.
Click Search. Now all that’s left to do is go through the search results and pick the most relevant Tweet to back up your point.
Bam.
Your post looks so much stronger than before.
Outlining does more than overcoming the blank page syndrome. It also helps you set expectations with your editor and stay on track. How do you write a great outline? That’s what we’ll find out in this section.
Rather than outlining your post based on a random burst of inspiration, look at "People also ask" and "Searches related" on Google.
Both places tell you what users are looking for when searching for a keyword.
These two sections will help you determine the angle and main sections of your post.
Tip: If you can write an entire post about one of the People also ask questions, do it, and internally link it when you’re done. If the answer is shorter, include it as an H2 section.
After conducting research and poking around the "People also ask" and "Searches" related sections, you’ll have a rough idea of what your post is going to be about — specifically, the main points.
These points will shape the body of your post, which in turn informs the introduction and conclusion.
So, start with the body!
Once that’s done, you’ll find the most suitable hook for your intro and call-to-action in your conclusion.
Your outline is not meant to be perfect — so do a brain dump of your key points.
After completing the first draft, proofread and edit it.
Does your writing make you feel meh? That’s probably your perfectionism talking. But just in case, here are three creative exercises to stretch your writing muscles.
When NeoLAB surveyed 1,000 working professionals, they discovered that 95% of the respondents found it easier to remember things when they've written them down.
Granted, this touches on note-taking, but it translates well into your writing habits.
By putting pen to paper, you improve retention and spark new ideas.
Here’s how you can get started.
Pick your favorite piece by the best writers of the web and handwrite them.
This simple act of writing by hand helps you see that every word is put there for a reason.
As you progress, you’ll start to pay more attention to your word choice and writing style.
Make this a habit.
Start by blocking out a specific time every day, say 20 to 30 minutes, and sit down and write.
Maybe you’re having an “off” day. If you ever find yourself stuck, go through excellent writing to get inspired.
Start gathering interesting copies and content you’ve come across online and keep them in a swipe file.
Here’s how my swipe file looks on Google Drive:
It’s loaded with copies ranging from product descriptions to about pages.
Even though my swipe file is mainly about copywriting, the techniques presented here are just as helpful in my work as a content writer.
Pro Tip: Download Full Page Screen Capture. Whenever you come across a fantastic copy, just click the extension on the top bar to take a full screenshot. Download it as a PDF or PNG image and save it in your folder.
You can also do this on Facebook. (Though this covers only Facebook Ads and Posts.)
Each time you come across a post you’d like to save for future reference, click the menu icon on the top right. Next click Save link>New collection.
Wherever you’re looking for inspiration, just head over to your swipe file collection on Facebook.
Then borrow an idea or two and start writing.
Ever reviewed your post’s edits and wonder why you missed the errors in the first place?
That’s because you’re too close to your writing.
Luckily, there’s a way to minimize these errors, and it lies in the underrated tip I recently discovered:
Create a before vs. after snapshot of your writing on Google Docs, and review it daily.
Here’s what I mean:
Start a new doc and copy-paste the first draft you wrote.
Next, while referring to the final draft, take note of the edits your editor has made and paste them in the new doc.
Make these edits in red (or another striking color you fancy) and your errors as a strikethrough text.
You’ll create something like this:
Each time you start writing, go back to this new doc for a quick refresher.
As time goes, you’ll become more aware of your writing mistakes, making your (and the editor’s) job easier. 😊
Here are five tools that can help you improve your writing skills. If you want to correct your grammatical errors, speed up research, or write without distraction, these tools have your back.
Linguix: An awesome AI-powered writing assistant that checks your writing for errors (e.g. typos, punctuation) as you go and provides helpful recommendations. It's an essential sidekick to every professional writer.
Hemingway: Another popular writing tool among bloggers and professional writers. Hemingway highlights wordy sentences, passive voice, and unnecessary adverbs.
Airstory: An underrated tool for writers who do substantial research. Its winning features include the outline view and citation cards.
Another great feature of Airstory is its highlighter.
Whenever you come across a noteworthy sentence — say, an interesting quote or statistic you’d like to reference — simply highlight the text and right-click “Save Text to AirStory”.
It’ll automatically send to your document. No copying-and-pasting needed.
Help A Reporter (HARO): A tool that enables you to request pitches or quotes from SMEs. HARO can be a hit-and-miss (heads-up: you may receive spam emails from backlink wannabes), but it’s a valuable resource when you’re looking for unique, original stories.
Ommwriter: A writing tool that lets you write in full-screen mode with zero distraction. Ommwriter also comes with audio tracks that help you to focus better.
Leveling up from a good writer to a great one boils down to three things: skills, process, and habits.
Here are some quick takeaways: If you want to write stronger sentences, get specific and don't be afraid of sentence fragments. If you want to create fresh and unique content, tap into Slack community groups to gather original insights. If you want to take your writing to the next level, write great blog posts by hand.
Now all that’s left is to take what you learned here and put it into practice.
Be patient! It might take you a few days, weeks, or even months to see improvements in your writing.
But it'll all be worth it. After all, great writing elevates your content and sets you apart from the amateurs.
Which of the following writing tips will you try today?
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