How to test copy

I saw a great documentary the other night about the writing of the King James Bible.
The King James Bible was not the first translation from Greek into English but many scholars say it is the best, still, after 400 years.

The translation was written by a team or committee each tackling a different part.
Having translated his bit, the committee member then had to read the words to his colleagues … out loud.

This was the final test. And many times the literal lines were changed to make words sound more ‘majestic’.

This reminded me of a technique for checking advertising copy. Good copywriters read what they have written out loud to themselves, even if the copy will probably never be read that way again.

It’s a great test for clarity and simplicity. Reading aloud is also a good way to shake out typos and errors that have not been noticed.

Try it as a way to tighten up your emails.

Many sentences are far too long, especially in websites for some reason.

Why not make the copywriters that work for you read their copy aloud several times? If they collapse through lack of oxygen, give them some Ventolin and ask them for a rewrite.

This 400 year old technique will improve your brand's communication dramatically.


TIPS FOR MARKETERS
- The best test of copy is to have it read aloud – by its writer.