How to Write Like Hemingway
Keep it short, simple, and positive.
Ernest Hemingway was an American novelist best known for his understated and economical writing style—which he dubbed the “iceberg theory.” In its most basic form, the iceberg theory is a theory of omission that focuses on surface-level elements without diving into underlying issues.
While some people might not enjoy this technique in novels and prefer the flowery prose of Nabokov, copywriters can learn a thing or two from Hemingway’s concise style. Heck, there’s even editing software called Hemingway.
Want to write better copy? Write like Hemingway.
1. Shorter is Sweeter
“[All] bad writers are in love with the epic.”
- Ernest Hemingway, Death in the Afternoon, p. 54
Hemingway loved getting straight to the point. His minimalistic style was devoid of adjectives and simple on the surface. He wrote compact sentences that avoided complicated syntax. To make his sentences really pop, Hemingway used very specific details and casual, conversational words.
Copywriters can learn a lot from this simplistic style. Shorter sentences will boost the readability of your copy. Always choose clarity over cleverness.
2. Be Positive
Hemingway wasn’t exactly the jolliest guy on the planet. So, how was his writing style “positive?”
Basically, his writing said what something is rather than isn’t.
For example, instead of saying, “I’m not lying,” Hemingway would write, “I’m telling the truth.”
Many copywriters are notorious for using negative words to make positive statements about a brand’s products or services.
Instead of describing a service as “trouble-free,” say it’s “easy.”
3. Avoid Big Words
Did you know that the average American reads at a 7th-grade reading level?
To make your copy more effective, it must be easy to understand. As I mentioned before, Hemingway used casual conversational words. For instance, he wrote “clear” instead of “transparent.”
If your readers don’t understand the complicated words you’re using, they’ll stop reading the copy altogether.