Content Marketing: How to get your texts to the point

It can never do any harm, but in some texts it is vital to be able to get things straight to the point. Often, when you lose yourself in trivia, product descriptions, and the like, you’ve often lost – your potential customer. The following four steps should save you from it.

For online texts, blogs and Co. you should not. For product descriptions, advertisements and other texts, with which you want to “sell” something, you must not: Talking about the thing.

On the contrary, you need to tell your reader as clearly and precisely as possible what the benefit is of reading your text, responding to your ad, or buying your product. You just have to get things straight to the point.

Because only with a clear, simple and goal-oriented structure will your reader follow you at all – and give you the chance to draw him into your texts or to interest your ads. Everything else makes him flee before.

But how do you get things to the point? I have some tips for you here.

Step 1: Think about what it’s supposed to be about

Logically, if you want, say, to write a text for your online fishing shop, you will not just come with your last camel trip in the desert.

But far too rarely do authors realize what they want to say with their text and what it should actually be about. Do not miss the same mistake. Sit down and collect:

  • Who am I writing for? (About: hobby anglers.)
  • What am I writing about? (About: new bait models in the shop.)
  • What do I want to achieve with it? (About: Animate the reader to buy.)
  • What do I have to write everything about? (For example: introduce products, name benefits.)
  • And more like that.

Step 2: Attempt to recognize the essentials

Go through your notes – or possibly an already finished text – through. Can you recognize what is really important to the text? What must necessarily be in your ad or in no case may be missing in your text?

So for example: my product is super cheap. That could arouse interest and must be pure. Or: The new bait has already proven itself x times successfully in tests. That must be pure.

But also delete everything that could lead away from the actual statement or writing intention.

Example: The production of the bait in factory x. (If this does not represent an own advertising argument.) Or: Different color models of the bait. (If these are of little use.)

Step 3: Put everything in a logical order

Well, you know what you want to write, and you have your essential content. But just because something is essential, it is far from being in a nutshell. The order can be chaotic, the reasoning unintelligible, complex issues can confuse your readers or sentence monsters slay them.

Here the technique of portioning helps. This is as easy as useful. All you have to do is break up your collected content into separate thoughts. Formulate every thought in a short, simple sentence or half sentence.


We offer fishing trips. We provide the equipment. We organize arrival and departure. We get the accommodation. We offer everything from one source. For this we work together with service providers and companies. The customer only has us as contact person. The customer saves extra work in the form of votes and running.

And so on.

Then logically arrange these thoughts and clip them into a formulated text. Logically, in this context means: depending on what you say and how you want to argue.

Example A) We offer fishing trips. “We handle the entire process and organization.” You do not have to worry about anything. (The focus is on: We do and our customers do not have to worry about anything.)

Example B) We offer fishing trips. “With us you get everything from a single source.” We work together with various service providers and companies. (This could focus on: We know what we do, our customers can count on us.)

Or formulated into a paragraph that first serves statement B (customers can count on us) and then statement A (customers do not have to worry about anything):

“We are a full-service provider of fishing solutions and work with reputable manufacturers, tour operators and bus companies. That’s why you can easily leave us with the organization of your fishing trip. From the equipment to the hotel accommodation you need not worry about anything. They give us the order, and we make your trip a success. “

Step 4: Cut and file your text

Essential statements and a meaningful sequence or linking – this is the framework to get something to the point. But one thing is missing: to cut everything else. Scratch everything that does not belong and only distracts: voice ballast, phrases, superfluous phrases or information – everything has to go.

Of course, the shorter your texts – for example, in ads – and the more important it becomes to write as concisely and as precisely as possible. Pay particular attention to:

  • Nesting sentences with (too) many subordinate clauses and subdivisions
  • Extensive information (example: the twentieth customer feedback on a product, if it does not really say something new and important)
  • superfluousRepetitions (some repetitions are quite reasonable)
  • useless, securing filler words (example: general, in general)
  • superfluous, exaggerating, meaningless or descriptive adjectives (example: indestructible bait, unforgettable adventure, etc.)

Tip: Show, do not describe

Adhere to the old writer rule: show, not describe. Do not tell the reader that something is indestructible. Show it, for example through appropriate content. (For example: Bait made of double-hardened plastic, which also contains information as added value.)

Extra tip: put pressure to get to the point

Sometimes we only make endless roundabouts because nothing and nobody stops us. We are in love with the language and we write and write. Push the one bar before.

Put yourself under pressure, for example, by time constraints or available space.ferruleyou, to get things straight to the point. Although this is not always useful, but can help.

And before you get a shock: No, you do not always have to be so small-minded. This is usually only necessary at the beginning to get used to the process. Or even in difficult areas or important texts, such as crowded written ads that need to put things in a nutshell.

But no matter what you want to write, the procedure is always the same: think about what you want to say. Pick out the essential thoughts. Put them in a logical order. Short and file the text.

Simple, right?

Post picture ofPIRO4Donpixabay

(The article first appeared in August 2009 and has been kept up to date since then, with the last update in April 2019.)