Admin

Don’t let them notice your words!

By
Services for Real Estate Pros with Marte Cliff Copywriting

Don’t let them notice your words!

When you’re working hard to write a blog post, a letter, or any other kind of marketing materials, your goal is, of course, to get your message across.

One way to make that happen is to write in such a way that your readers don’t notice your words. Instead, they should simply absorb your message. I know – you’ll want them to remember what you said, but that’s different than noticing the words.

If they notice the words, understanding may be lost. Why? Because when a the wrong words lead to confusionreader notices a word or phrase it is generally for one of these reasons:

  • It is misspelled
  • It doesn’t fit where the writer put it
  • The reader doesn't know what it means

And when the reader notices for one of these reasons, you’ve lost the flow.

Those “noticed” words act as stop signs in your narrative.

Your reader may have been reading along, understanding your message and perhaps even agreeing with you. Then all of a sudden, there’s a stop sign, and that flow vanishes. Now, instead of absorbing your meaning, they’re trying to figure out your words. What did you mean?

A misspelled word is the least troublesome.

Studies show that we often read the word that was intended as long as the first and last letters are in the correct place. So if we occasionally leave a letter out of a word, or get two letters mixed up, it might not do too much damage.

But that depends upon the word. If you misspell the word “prospective” and turn it into “perspective” it has a totally different meaning. The same is true for “advice” and “advise.”

Adding an apostrophe where it doesn’t belong is a common misspelling – and one that turns a good sentence into nonsense.

Take the following sentence, for example: “Joe and Sally enjoyed a peaceful ride on their horse’s.”

On their horse’s what? When you turn a plural into a possessive by adding an apostrophe, it makes it appear that part of the sentence is missing.

The best plan is to avoid misspellings.

Words placed where they don’t belong throw the whole narrative off.

And unfortunately, this happens regularly. For instance, when a person writes “there house” when they meant to say “their house,” the reader will likely stop and think “What??” After all, there and their have completely different meanings.

A descriptive word or phrase in the wrong place has a similar effect because it seems to modify the wrong word.

Consider these sentences:

“My parents bought a pony for my sister named Prince.”

“The woman placed her bet on the bay horse in the red dress.”

I see examples similar to these in our local newspaper on a regular basis.

If your reader doesn’t know the meaning of a word, it’s a double loss for you.

First, he or she will stop and wonder what that word means, so the flow of your message is gone. But worse, that reader may form a negative attitude toward you, because you made them feel ignorant.don't make your readers wonder

They might be willing to admit that you know more about real estate and the local market than they do. But they don’t want to feel like you are just generally smarter or more well-informed than they are. And they sure as heck don’t want you showing them that you’re smarter by using words they don’t understand.

This is why one of the rules of copywriting is to use language that can easily be understood by a 6th grader. Unless you know your audience will consist of literary scholars, this is not the time to show off your extensive vocabulary.

So check your work. See to it that you’ve used words that are common to the everyday speech of your target audience. Then, if there are any long words or words you aren’t sure a 6th grader would know, change them.

And so… Before you hit buttons that say “send, publish, or print,” do these 3 things…

  •  Proofread for typos and spelling errors.
  • Check to see that you chose the right words, and that all of your modifiers are in the right places. Read your work out loud and listen for speed bumps.
  • Re-read to ensure that you have not included any words that a 6th grader would not be expected to know.  

Happy writing!

Comments(35)

Show All Comments Sort:
Alan May
Jameson Sotheby's International Realty - Evanston, IL
Home again, home again...

It bothers me when I'm reading something and run across a serious misspelling.  Or an abuse of there, their and they're really chaps my hide.  And as you point out it pulls me out of the story, and puts me back in my own head.

Jan 08, 2024 04:50 AM
Marte Cliff

That's exactly how it affects me, Alan May. And if I hear it on TV, I get stuck there. I don't even hear what came next. If it's part of conversation in a story, I stop and try to decide if the writer was trying to portray the speaker as under-educated or something.

Jan 08, 2024 09:28 AM
faye schubert
Retired - Branson, MO
Living the Branson Lake Life

If  I see a typo on an alert crawler on the tv station, it stops me from paying attention to what they are sending out.

It's that distracting to me.

Jan 08, 2024 06:15 AM
Marte Cliff

faye schubert - You and I are just alike in that regard.

Jan 08, 2024 09:29 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Good points, Marte.
If you have to stop to reread a sentence to understand, there is something wrong. It happens quite a bit.  A horse wearing a red dress would certainly get my attention, though.

Jan 08, 2024 06:22 AM
Marte Cliff

Carol Williams - I can't read our local newspaper without coming across at least 2 or 3 instances of misplaced modifiers.

And then there's "should of," and "could of," and "would of." The publisher/editor sometimes writes her own stories, and she always uses those terms. I do not think she knows any better.

Jan 08, 2024 09:32 AM
Carol Williams

Do you know what gets my hackles up, Marte Cliff ?
The fact that "You've got..." (and all the other 've gots) have become accepted as proper grammar. We would never say, "You have Got...". It's "You have...".

I thank AOL's "You've Got Mail" for that. Rant over.

Jan 08, 2024 11:39 AM
Marte Cliff

I hadn't thought of that, Carol Williams, but you're probably right. "You've got mail" hung around for a long, long time. 

Jan 08, 2024 03:23 PM
Wanda Kubat-Nerdin - Wanda Can!

You've got to be kidding me, Carol Williams...🤣

Jan 12, 2024 09:48 AM
Carol Williams

Wanda Kubat-Nerdin - Wanda Can! 
Are you trying to annoy me on purpose? 🙃

Jan 12, 2024 10:01 AM
Wanda Kubat-Nerdin - Wanda Can!

Me?! 😇

Jan 12, 2024 11:00 AM
Mike McCann Nebraska Land Broker
Mike McCann - Broker, Mach1 Realty Farm & Commercial Land Broker-Auctioneer Serving Nebraska - Kearney, NE
Farm & Commercial Property For Sale 308-627-3700

Hi Marte Cliff Thank you for the great reminders in your blog!  I do make typographical error every once in a while.  Agree with those that have mentioned how it distracts them when they see it in an ad.   

Our local newspaper has a big typo on their main header link on the Internet...and it is so distracting. Been there for many months:

Kearney Hub | Breaking News | | Read Kearny, NE and ...

 

 

Jan 08, 2024 07:09 AM
Marte Cliff

Have you pointed it out to them, Mike McCann - Nebraska Farm Land Broker? Perhaps the editor never reads the headline, so hasn't noticed. I've noticed that I make that mistake - and as a consequence have found typos in my blog post headlines.

Jan 08, 2024 09:43 AM
Elyse Berman, PA
LoKation Real Estate - Boca Raton, FL
Boca Raton FL (561) 716-7824

Great advice, Marte.   Your points are well taken.   Make it easy and simple to read.  

Jan 08, 2024 09:19 AM
Marte Cliff

Thank you Elyse Berman, PA. I believe that if it isn't easy to read - people will simply NOT read. 

Jan 08, 2024 09:44 AM
Stephen Turner
House Broker Realty - York, PA
The BIG Guy of NEW HOME SALES

great advice. Not my strong point but one I can work on. I appreciate you sharing how it impacts the reader, which I haven't always considered. 

Jan 08, 2024 09:32 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Stephen Turner. How we say what we say does make a huge difference to our readers. 

Jan 08, 2024 09:46 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

You are so right.  The way we use our words can have a big impact on others.

 

Jan 08, 2024 11:40 AM
Marte Cliff

Yes, they can. And in many more ways than one, Ginger Harper.

Jan 08, 2024 03:25 PM
Charles Ross - eXp Realty LLC
eXp Realty LLC Salina Group - Salina, KS
Love To Help People

Excellent tips, Marte! Your post on writing clearly and effectively is a valuable resource, especially for those in professions like real estate where communication is key. Your emphasis on simplicity and clarity is a reminder of the power of well-crafted words. #WritingTips #EffectiveCommunication 📝🌟

Jan 09, 2024 04:13 AM
Marte Cliff

Charles Ross - eXp Realty LLC - there really is no substitute for simplicity in communication. 

Jan 09, 2024 01:24 PM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

Possibly for older folks who actually had decent English classes, I believe you are correct. For younger folks giving their lack of English grammar, not so much so.

Hmm maybe if we wrote "like" in as often as these younger folks speak, they will get the message.  Of course I am joking.

Jan 09, 2024 09:53 AM
Marte Cliff

Leanne Smith Thank goodness that word isn't as common as it has been in the past. I used to hear it even in the grocery store. For a while I was so fanatic that I wouldn't use it even where it belonged! 

 

Jan 09, 2024 01:26 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, I try very hard to re-read everything I put out, newsletters and on my website, but sometimes things get by me.

Jan 09, 2024 10:31 AM
Marte Cliff

Joan Cox I can say the same. Read, re-read, and still something gets by. A big failing I have is forgetting to re-read the title or subject line - and sometimes they have a typo. 

Jan 09, 2024 01:27 PM
Margaret Goss
@Properties - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Many people don't read their posts back to themselves. If they did, the majority of mistakes would be removed. Even better is Ed Silva, 203-206-0754 who has his wife read his posts. A 2nd set of eyes will do the trick!

Jan 09, 2024 12:41 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Yes, Margaret Goss, a second set of eyes is wonderful.  I can hand something to my husband to read, but he's not critical enough. He'll almost always say it's fine. 

Jan 09, 2024 01:28 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Marte:

As always we can count on your for some excellent advice about our writing. I find it pretty challenging to proofread my own work sometimes, and even when I re-read, sometimes even after sending or posting, mistakes occasionally slip by. I often wonder if readers noticed and what they might have thought.

Jeff

Jan 09, 2024 01:57 PM
Marte Cliff

Jeff Dowler, CRS - proofreading your own work is difficult because you "know" what it says - so that's what you tend to see. I've read that it helps to read things backwards - but I don't do it.
Like you, I wonder how many people notice my typos and mistakes, and I'm very grateful when someone writes to alert me to an error I can fix.

Jan 11, 2024 08:31 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

This is one of the good ones. Thanks for posting.

 

Jan 10, 2024 10:37 AM
Marte Cliff

Thank you Ginger Harper.

Jan 11, 2024 08:31 AM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Good morning Marte Cliff, I try my best to read, re-read, check, and check again but mistakes do happen, they just slip by. Thank you for this great post!

Jan 11, 2024 04:10 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Yes, Beth Atalay, they certainly do. It makes me feel somewhat better to see typos in professionally published books. They have editors and proofreaders on staff, and still something can slip by! 

Jan 11, 2024 08:35 AM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate (435) 632-9374 - St. George, UT
The best agent in Southern Utah!

Being a spelling bee queen, Marte, (yes, I admit that), it is sad that people insist on sending out messages, papers, billboard designs without checking closely. I was hired for an adverting position because a prior employee created a t-shirt design and instead of relaying the true message, it was short one letter. The word was t-shirt, she spelled it as t-shit...1,000 shirts were produced...a costly mistake!

Jan 12, 2024 09:41 AM
Marte Cliff

Well Wanda Kubat-Nerdin - Wanda Can! - you'll have to admit that the word fit the situation. It was true.

I just wish all the goofy spelling, especially with texting, wasn't the wave of the future. Before long, young people aren't going to have any idea what they're saying.

Jan 12, 2024 12:07 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate (435) 632-9374 - St. George, UT
The best agent in Southern Utah!

As professionals, we need to ensure that our outgoing messages are clear, concise and easily understood by the public. Your important post, Marte, needs more exposure, so congrats on being featured in BananaTUDE group!

Jan 12, 2024 09:55 AM
Marte Cliff

Thank you Wanda Kubat-Nerdin - Wanda Can! - I appreciate the inclusion.

Jan 12, 2024 12:07 PM
Lanette Branch
Taylor Properties - Bel Air, MD
Bel Air, MD Real Estate Agent

What an excellent post! I love what you've done hear, and I appreciate how you've managed too get you're message across in such clear and succinct way's. Happy New Years to you and your's! 

Sorry, I couldn't help myself.😏

Jan 13, 2024 06:48 AM
Marte Cliff

Lanette Branch - I admire your imagination!

Jan 13, 2024 09:15 AM
Wanda Kubat-Nerdin - Wanda Can!

LOL, Lanette!

Jan 13, 2024 10:46 AM