It’s all about vigorous writingWhat makes people read books with thousands of words but ignore ads that have a few? Sure, we have to be visually inviting, but equally important is how we wield our words. Which is why vigorous writing is so crucial.

Vigorous writing captivates minds, stirs emotions and compels action. It is written with a forcefulness that commands attention and leaves an indelible mark on readers.

In the words of Ernest Hemingway, "A writer's style should be direct and personal, his imagery rich and earthy, and his words simple and vigorous."

Here’s an example of Hemingway’s writing as he describes Santiago, the protagonist in The Old Man and the Sea.

He instantly draws an image of a man, skin weathered by the elements, and eyes that reflect the close relationship he has with the vast body of water.

From Hemingway's writing, you can see how the ordinary can be delivered in a captivating manner. He infuses every word, crafts each sentence meticulously, with intent and passion.

Clarity is the cornerstone of vigorous writing. Complex ideas are simplified, free from ambiguity or obscurity. Redundant phrasing is removed, every word and paragraph serves a purpose that propels the narrative forward. Readers are guided effortlessly through the text, never losing sight of the writer's intent.

Writing with vigour itself is not enough, your copy will require substance. It has to offer your readers insights, revelations or moments of enlightenment. Whether it's a thought-provoking analysis or a call to action, your copy should evoke a visceral response from your audience.

Write in an active voice. Use active verbs. Remove unnecessary words. Reduce the use of adjectives. Make the imagery vivid. Learn to minimise the use of conjunctions and intensifiers. Make your writing as clutter-free as possible.

In this digital age, attention spans are fleeting and distractions aplenty. Vigorous writing will make the difference between your copy being read or ignored.

Being good at vigorous writing is akin to a swordsman perfecting his skills into an art form. It requires dedication, discipline and a relentless pursuit of excellence. But for those who dare to wield its power, the rewards are boundless.