Have you ever read an interesting and engaging article and wished that you could write with the same amount of spice? Well, the good news is that with my content writing tips for surf brand owners, you can!
All you need to do is follow my advice and start writing (although hiring a copywriter for your surf tourism business can also help).
Of course, there’s one big caveat before we begin – this is that you should never try and imitate somebody else’s style. Not only will the article or content piece in question take way longer to write, but readers will be able to tell that you’re not being authentic.
With that in mind, it’s time to transform your content from being the written equivalent of Zanax into something that totally captures your audience’s attention.
Use intriguing adjectives and verbs to describe your content
While this shouldn’t be your primary focus on every piece of content you write, there’s a quick way to jazz up your copy.
Simply switch out any dull or overused adjectives and verbs for more interesting ones. For example, if you’re writing about a new surfboard leash, instead of saying “it’s the best legrope ever for all surfers,” try something like “it’s a total gamechanger for surfers of all skill levels”.
You can also get creative with similes and metaphors to add some colour to your content.
Just be careful not to go overboard – stick to one or two per piece at most. And make sure they actually enhance your content rather than just being there for the sake of it.
Write in an active voice instead of a passive one
Do you know the difference between active and passive voice?
It’s actually pretty simple.
In the active voice, the subject of the sentence is doing the verb. For example: “I caught a wave on my new surfboard.”
In passive voice, the subject of the sentence is being acted upon by the verb. For example: “A wave was caught by me on my new surfboard.”
See how that sounds a bit odd and convoluted? That’s because it is.
The passive voice can make your writing sound dull, complicated and wordy. So whenever possible, try to use active voice instead.
It’ll make your content infinitely more impactful.
Keep it simple
One of the best content writing tips for surf brand owners is to keep it simple.
Your readers are probably busy people who don’t have time to wade through long, complicated sentences. So make your content easy to read by keeping your sentences short and to the point.
You can also break up your text with subheadings, bullet points and images to make it even easier on the eyes. And if you really want to go the extra mile, try writing in a conversational tone. This will make your content feel more relatable and approachable.
What’s more, don’t use complicated or lengthy words when a shorter one will do. Not only will this make your content easier to read, but it’ll also make you sound more like an authority on your subject if you can simplify complex topics or concepts.
Use storytelling to make your content more engrossing
Facts don’t sell products – stories do.
Just think about some of the most successful marketing campaigns of all time, such as Nike’s “Just Do It” or Apple’s “Think Different”.
These companies didn’t try to sell us the features of their products. Instead, they told us a story that resonated with our values and aspirations. And there’s no reason why you can’t do the same with your blog articles or use clever stories in your newsletters.
Simply weave your products into a narrative that will resonate with your target audience. This could be a story about how your product helped someone achieve their goals or a tale of adventure and discovery featuring one of your brand ambassadors.
No matter which way you run, just remember to keep your story interesting, engaging and most importantly, true to your brand.
Don’t be afraid to show your personality
Speaking of being true to your brand, there’s nothing more devastating than when I see corpo drivel leaking onto the pages of surf brand blogs and marketing material.
Seriously, unless you’re writing a press release, let your freak flag fly. People don’t want to read content that’s been sterilised by a team of lawyers.
They want content that’s coming from a real person with a personality. They want to hear about your stuff-ups, your personal anecdotes and your humour. Not some cookie-cutter content that’s been spat out by a machine.
So if you’re seeking content writing tips for surf brand owners, take note and be bold when it comes to showing personality in your writing.
It’ll make all the difference in the world.
Keep a swipe file of content that you love to read
Personally, I love anything written by Hunter S. Thompson, Ken Kesey and Paul Theroux, but you might like the style of the writer who churns out articles on a hair care blog for women with curvy locks.
If that’s the case, make sure to save any words, paragraphs or entire blogs they write that you like – this is called a swipe file and it’s an excellent way to help content writers find their voice.
But how the heck do you create a swipe file you ask?
It’s easy. Just set up a folder on your computer (I like to use Evernote) and start saving content that you love by either taking screenshots, linking back to the site or copying and pasting entire blocks of content.
Then, when you’re feeling stuck, or like you can’t quite get your voice right, take a look through your swipe file for some content writing inspiration.
Of course, don’t plagiarise – but feel free to use the content in your swipe file as a guide for finding the right tone and style for your surf brand. And if using other people’s content for inspiration feels a bit shady, just remember that good artists copy but great artists steal.
Optimise for skim readers
Finally, when it comes to content writing tips for surf brand owners, we can’t go past the strategy of optimising content for ‘skim’ readers.
In today’s fast-paced, content-rich world, it’s more important than ever to make sure your content is easy to read and digest. That means writing shorter paragraphs, using clear and concise language and breaking up your text with plenty of subheadings and white space.
Also, make sure your content is mobile-friendly – more and more people are reading content on their phones and tablets, so it’s important to ensure your site is optimised for small screens.
So there you have it – my top content writing tips for surf brand owners that are sure to add some flavour to your articles and web pages.
Implement these strategies and you’ll be well on your way to creating content that resonates with your audience and helps grow your business. And as always, feel free to reach out if you need any help along the way. Otherwise, you can read more content marketing tips for surf business owners here.