When writing your marketing content, follow these five golden rules to craft copy that's clean, lean, and clear:
1. Keep it concise. Avoid filler words like very, really, a lot, just, and quite. Beware the word that; it's overused and can usually be eliminated.
Example: "The book that I read was boring."
Better: "The book I read was boring."
Also, steer clear of fluff adjectives; they're space fillers and time wasters.
2. Don't repeat, repeat yourself. Refrain from using the same world multiple times in a paragraph. Check out the blurb below; How often does the word home appear?
"Buying a new home can be frustrating and stressful. If you're in the market for a new home, then contact us, the new-home specialists. We'll help you find a home in no time!"
Home is mentioned four times - that's three times too many! Solution: Find synonyms for the word home, or reword the sentence so you're not guilty of repetition overload.
3. Go active, not passive. Using the passive voice often results in wordy, clumsy sentences. Choose the active voice instead for tighter, crisper writing. Examples:
Active: John loves Jane.
Passive: Jane is loved by John.
Active: Harold mailed the letter yesterday.
Passive: The letter was mailed by Harold yesterday.
Active: The kids will clean the house on Saturday.
Passive: The house will be cleaned by the kids on Saturday.
4. Get off your high horse. Phrases like ascertain the location of; not withstanding the fact that; in actual point of fact; and until such time as sound more like high-falutin legalese than simple, approachable copy your readers will relate to; so tone down anything that reeks of self-important mumbo jumbo.
5. Take the shortcut. Tempted to use a wordy phrase like on a daily basis? Think of a concise equivalent, such as daily or every day.
Example: "She calls her mom on a daily basis."
Better: "She calls her mom daily."
More examples:
Instead of "a majority of" ... say ... "most"
Instead of "currently" ... say ... "now"
Instead of "utilize" ... say ... "use"
Instead of "in the near future" ... say ... "soon"
Instead of "lacked the ability to" ... say ... "couldn't
Instead of "based on the fact that" ... say ... "because"
Instead of "despite the fact that" ... say ... although
Instead of "take into consideration" ... say ... "consider"
1. Keep it concise. Avoid filler words like very, really, a lot, just, and quite. Beware the word that; it's overused and can usually be eliminated.
Example: "The book that I read was boring."
Better: "The book I read was boring."
Also, steer clear of fluff adjectives; they're space fillers and time wasters.
2. Don't repeat, repeat yourself. Refrain from using the same world multiple times in a paragraph. Check out the blurb below; How often does the word home appear?
"Buying a new home can be frustrating and stressful. If you're in the market for a new home, then contact us, the new-home specialists. We'll help you find a home in no time!"
Home is mentioned four times - that's three times too many! Solution: Find synonyms for the word home, or reword the sentence so you're not guilty of repetition overload.
3. Go active, not passive. Using the passive voice often results in wordy, clumsy sentences. Choose the active voice instead for tighter, crisper writing. Examples:
Active: John loves Jane.
Passive: Jane is loved by John.
Active: Harold mailed the letter yesterday.
Passive: The letter was mailed by Harold yesterday.
Active: The kids will clean the house on Saturday.
Passive: The house will be cleaned by the kids on Saturday.
4. Get off your high horse. Phrases like ascertain the location of; not withstanding the fact that; in actual point of fact; and until such time as sound more like high-falutin legalese than simple, approachable copy your readers will relate to; so tone down anything that reeks of self-important mumbo jumbo.
5. Take the shortcut. Tempted to use a wordy phrase like on a daily basis? Think of a concise equivalent, such as daily or every day.
Example: "She calls her mom on a daily basis."
Better: "She calls her mom daily."
More examples:
Instead of "a majority of" ... say ... "most"
Instead of "currently" ... say ... "now"
Instead of "utilize" ... say ... "use"
Instead of "in the near future" ... say ... "soon"
Instead of "lacked the ability to" ... say ... "couldn't
Instead of "based on the fact that" ... say ... "because"
Instead of "despite the fact that" ... say ... although
Instead of "take into consideration" ... say ... "consider"
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