Expository writing seeks to explain, educate or inform an audience. It is descriptive, meaning it only states facts, not opinions. From giving someone directions to describing the seagull that stole your chips, we use expository language all the time in everyday life. The characteristics of expository language is that it is logical, linear and does not include opinions; you wouldn’t give directions in the wrong order (although you might embellish the size of the seagull!)
Why is expository writing important for copywriting and marketing?
In marketing and copywriting, what initially attracts readers to your website is valuable how-to guides, tips and tricks, or information in your company’s area of expertise (like we’re doing now!). Expository writing is excellent for increasing your search engine presence without having to buy advertising space. Once you’ve engaged an audience by providing them with useful content, you’re more likely to convert them into paying customers.
Three types of expository copywriting
Expository writing covers all the different ways you describe facts. So, this list is far from exhaustive. However, these are some valuable types of expository writing to keep in mind when writing copy. They bring in readers looking for expertise and who may be willing to pay for it.
Definition/Classification Writing – Informs the reader of the characteristics of a topic and defines it.
What is copy editing? (Read the answer here.)
How-To/Process Writing – Provides the reader with an informative guide to completing a specific task.
- How to write a winning business award. (Find out how to write a winning business awards here.)
Comparative Writing – Compares two options within a similar topic to illustrate their similarities and contrasts.
- What’s the difference between a Tender and a Proposal? (For more on the differences, read our article.)
How do you do expository writing?
Expository writing isn’t an exact science. Otherwise, we at Proof Communications would be out of a job! However, below is a tried-and-true outline that puts you on the track to creating compelling expository writing for your sales and marketing content.
First off, start with a brainstorm. It’s okay to jot down dozens of ideas before you find the one that’ll draw readers.
From your array of ideas, find your thesis: your key argument. For expository writing, this is not something you want to change the audience’s perspective on, but rather the most informative topic you believe will draw in readers.
Once you’ve written your first draft, ensure you fact-check, fact-check, fact-check. The entire point of expository writing is to describe truths. Make sure to do your research and remove any pesky opinions that might’ve slipped in (we’ve all got our two cents, after all).
Now that you’ve got a solid foundation, don’t be afraid to get creative. Describing facts can get dull if you don’t try engaging the reader. Vivid language, writing techniques (such as similes) and succinct sentences are all tools to creating compelling expository writing which turns readers into clients.
One final, slightly odd tip. If you want to take guidance from the master of giving exciting expository language himself, watch David Attenborough.
This expository writing business gives me a headache!
We get it. Even though we use expository writing all the time in everyday life, ensuring your articles are fact-checked, free of opinions and won’t disastrously misinform customers takes time-consuming revisions. Rewrites can eat into the hours you want to spend running your business or engaging with clients. That’s where Proof Communications comes in. We’re experts in copywriting, copy editing and proofreading.
For more on how compelling expository writing can grow your business, contact Proof Communications at 02 8036 5532 or complete our contact form.