Every piece of writing begins with a blank page, whether it’s a sheet of paper (for those who are analog) or a digital document. We think about the subject, do research, structure the theme, and wait for the magic to happen.

But what makes a text truly eye-catching? What keeps your reader — whether your client or your boss — hooked on a sequence of words? We reflected, looked for references, understood what the most common “gaps” or communication holes are, and came to some conclusions.

If you’re a professional in the advertising field (any field, okay? Customer service, traffic, HR…), a student, or a writing enthusiast, come with us.

Who is your audience?

Before you start writing, understand who you are writing for. Who is your target audience? What are their interests, needs, and expectations?

For example, you won’t write the same way to a teacher as you would to a classmate. A formal email to the board of directors of your company doesn’t have the same tone as a message to a friend. Adjusting your vocabulary, style, and content to better connect with your readers is essential.

Here alone, you’ve already covered about 30% of the chances of falling into a trap.

Follow the standard Portuguese language

— Wow, Fome. Shocking, huh?

Okay, let’s take it easy. Now that we’ve got your attention on this topic, let’s explain it better. You need to have a good understanding of the Portuguese language. This doesn’t mean you need to be a Pasquale (a reference to millennials) to write, but if you have an audience, your language needs to be in line with them. There’s no point in trying to speak in a sophisticated way if your audience is modern. Or in legal jargon if your audience is from outside the field. Or with a lot of slang if you’re writing for older people, and so on.

Avoid repeating words, always look for synonyms to compose your text. Use a combination of short and long sentences to give rhythm to the reading and diversify your vocabulary to keep the reader interested.

And don’t forget to enrich your text with practical examples, data or relevant facts. They help illustrate your ideas and make the content more engaging.

Okay… but what else do I need to know?

A text needs to get straight to the point and the same applies here, in this article. Divide your content into topics. This will make life easier for your readers, giving them the opportunity to search for the topics that interest them most.

Practical manual for a good text, according to the Fomers:

1. Read a lot – read different types of texts, articles, books, newspapers and blogs. This will expand your vocabulary and offer new perspectives for your writing.

2. Review, review, and review – accidents happen, and so do spelling mistakes. But never forget that a text with errors can compromise the credibility of your content. Trust your knowledge, and if necessary, count on someone’s help in a later review.

3. Be original – the occasional cliché is acceptable, but too many can be tiresome to the reader. Try to bring your own voice and perspective to the text. Being original is what will set your material apart from the rest.

4. Ask for feedback – having outside opinions is valuable and can bring new ideas, as well as help identify areas for improvement that might otherwise go unnoticed.

5. Accept that you never know too much – you will never know too much, believe me. As long as you are writing, your texts will always evolve. Take courses, read books on writing and follow writers you admire. Be open to learning new techniques and approaches.

6. Use humor wisely – A touch of dark humor can make reading more enjoyable, but use it sparingly. The goal is to entertain, not offend.

Last but not least…

Have fun! Writing is about expressing your passion for something and that is noticeable to the reader.

Remember: like any other skill, writing improves with practice. Write regularly, explore different styles and genres, seek feedback. The more you write, the better you will become.