The ability to write tight copy separates good copywriters from effective copywriters. Clean, easy-to-follow copy is powerful because it gives the reader the specific information they need and want. When you’re fighting for attention in the digital space, every second counts and unnecessary words will sap all the power from your copy.
Start tightening your copy by eliminating these five words from your next piece.
Really is a lazy word that we all fall back on, but it adds no value to a statement. If you’re saying something is “really” large, you’re not moving the reader to the right conclusion. Is it tall? Is it wide? Is it heavy? Really is used to exaggerate something, but readers will connect better with quantifiable, accurate information. If you can’t find a descriptive word to use, simply delete “really.”
Always and Never
Always and never are rarely true. If you say, “job seekers never do this,” you’re not being accurate. Painting something with broad strokes can alienate readers. If you can’t back up an always or never claim with data, opt for something less restrictive like most, many, few or rare.
What could possibly be wrong with saying “that” word? Nothing is inherently incorrect or offensive about it, but it’s often unnecessary. “It was the best email that I’ve ever written,” becomes much crisper when it becomes, “it was the best email I’ve ever written.” Scan your writing for unnecessary uses of “that” to instantly streamline the copy.
In Order To
Frankly, you never need this phrase. If you’re “leveraging new technology in order to improve accuracy,” the sentence could be much tighter. It takes a second longer to get to your point, dragging out your story longer than necessary. If you see “in order to” in your copy, eliminate it.
Jargon And Buzzwords
Some writers believe that using jargon and industry buzzwords make them sound smarter or more authoritative. While this can be true if you’re writing for an industry journal or publishing a scholarly paper, it can also alienate people who are just looking for facts, information or advice. Removing jargon and buzzwords isn’t going to dumb-down your content, it will make it more consumable to a wider audience.
Do You Dread Writing Copy?
Leave it to the experts! You don’t have to stress out over your blog posts, website content, email marketing or direct mail. Let Haley Marketing Group develop the strategies – and the words – to engage with your clients and candidates. Contact our team today to learn more.