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Make every word count because we live in an increasingly distracted, time-starved world.
Your writing simply cannot afford to contain any unnecessary words. Every single letter and punctuation mark must be indispensable – earning its place by conveying your message and driving the narrative forward.
Ask yourself these questions:
“Do I really need this word here?”
“Is the noun or verb as specific and visceral as it could possibly be?”
“Is the modifier enriching the meaning, or potentially expendable fluff?”
“Could any expressions be sharpened or tightened into something punchier?”
Whenever viable, opt for substituting commonplace, everyday words rather than overdressing with ostentatious, inflated vocabulary that runs the risk of alienating or fatiguing readers. Don’t go saying something is “miniscule” when “tiny” delivers the meaning more succinctly.
Root out and obliterate words and phrases that are vague, dull, fuzzy, or convey shades of meaning you don’t intend.
If “remarkable” means extraordinary, then say “extraordinary.” If you want to convey affordable, say “inexpensive” not “economical.” Slay any words that aren’t pulling their full semantic weight.
Beware of words ending in “-ing” as they tend to be weak filler verbs robbing sentences of their vitality.
“We were considering exploring new options” pales beside “We will pursue new options.” Favor lean constructions deploying lively, potent verbs driving sentences with economy and punch.
Ultimately, you should be able to ruthlessly eliminate about half the words in typical first drafts without losing any core meaning. What remains will be a distillation of pure clarity and persuasive power – each phrase compacted like the mass of a neutron star with no space for bloat or waste.
I’ve personally thrashed entire pieces of copy just because it was too long and had too many unnecessary words.
By applying this word-by-word questioning and commitment to sharpened precision, you create copy that captivates attention, conveys sophistication, and most importantly, maximizes its ability to influence behavior.
Here’s my old slogan:
“Copy Too Long? Need Some Tulong?
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