Ditch the fluff
By Chris Haycock | 30 May 2022
Over-complicating your writing? Learn to write without waffle and junk, and start enjoying more customers from your copywriting.
Picture yourself... busy at your desk, tapping frantically away at your website copy, trying to make it as appealing as possible.
You remember some phrases that sound REALLY
impressive, like... "We're passionate about", "integrated solutions", "structured methodologies" etc. So you craft your copy around these phrases because, well, they sound like you know what you're doing. Stop
! You've forgotten your true message. Buzzwords like these above are so clichÃ©d as to render them pretty much ineffective in today's "keep it simple" consumer world. Do you really need your customers to decipher what you're trying to say or are you just trying to show off? If it's the latter, then give your head a shake. Here's a few more (for effect)...
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"Strategically driven", "innovative solutions", "connecting people and brands". They're all buzzwords that were so overused a decade ago that they have become ridiculed by copywriters. Today, modern marketers have rewritten the rules of yesteryear's marketing fluff in favour of language that's easier to comprehend. In other words, using natural language that you'd have with a friend over coffee (or a glass of wine ðŸ˜). Why make it difficult when you can just say what you mean? Keep your words conversational. This makes the copy so much more human, relaxed, and easier to communicate the true value, which is often hidden in a sea of buzzwords. I used to write in the same way back in the mid-90s, and often wondered why my copy wasn't more successful. After all, it "sounded" great! But then I immersed myself in effective copywriting skills, and discovered that I had more success writing naturally - ditching all the fluff. I couldn't believe the difference it made to my sales! Today, when I write copy, I just imagine chatting with a friend. I pour all those words onto a page (OK, my screen), and tidy it up later. When you write using the same language as your target audience is using, it becomes far more powerful - and persuasive.
There's a fantastic book titled "Read Me: 10 Lessons for Writing Great Copy" which I recommend having a flick through from time to time.
Best of luck ðŸ‘ðŸ˜Š
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