Are you using penny or dollar words when you're writing copy?
Here’s why I’m asking.
You might be wasting space using “1-cent” words.
1-cent words are fillers.
In most cases, when I’m doing an audit on client’s, the filler words are usually buried in run-on sentences.
So, here’s what I suggest to every client writing copy;
“Get to the point”
In a minute, I’ll give you a few examples of how to edit when you're writing copy to make it flow.
But I want to make sure we’re on the same page.
“Get to the point” simply means “use all the words you need to get the point across – no more – no less”
I stole that from Einstein’s simplicity quote:
“everything should be made as simple as possible, but not simpler.”
So when you are writing copy, the simpler and to-the-point the better.
THAT’S why YOU can write great copy – even if you don’t think you can.
All you need is a simple framework. (no time for that here – let me stick to the point )
Onward.
In the following examples (taken from a client’s email sequence) I’ll show you examples of filler words.
Then I’ll show you how I changed them and why.
I won’t use the entire paragraph for privacy reasons. But what you see here should be plenty to get the gist.
Let’s go:
“Earlier today I was reflecting back on a conversation…”
Here’s the edit:
“Earlier today I reflected back on a conversation…”
Can you see the difference?
Even though NOTHING is wrong with the first rendition, the second one gets right to the point.
Let’s check out another one.
‘….each time they went to the gas station it was between $30-45….”
edit:
‘….each time they went to the gas station they spend between $30-45….”
Here’s why this subtle change is made.
when my client uses words like “it was” from the first example, SHE knows she’s talking about money.
But the reader may not. They may lose the connection from the previous paragraph. (Trust me on this – because I’m not giving you the entire email)
The second reason I changed it is because “they spend” is more direct and it’s a VISUAL statement. In writing copy, if you can make people ‘see' what you're describing, all the better!
BTW, here's one of the copywriting cheatsheets I use
Now.
Before we move on, I don’t want to freak you out. If you’re reading some of this thinking “See? I write like this too and that’s why I don’t like writing copy.”
Step back. Breathe.
Think about what my client did here.
She did the HARDEST part – which really isn’t hard at all.
Because she wrote the email like she talks.
Just like we’re told to do – am I right? -)
And that's AWESOME!
So, all I’M doing, is coming in with fresh eyes and cleaning things up for her.
Which means YOU can do the same thing.
Even if you don’t have a coach or someone you trust who knows what they're doing when it comes to writing copy.
Take what I’m saying here and you’ll learn how to edit your own in no time.
When you DO edit on your own;
- always step away from the copy for at least 24 hours.
- come back with fresh eyes and READ IT OUT LOUD
- edit/delete what no longer flows.
OK.
I’ll give you one last example so this sinks in.
The original:
“…I want to help her, guide her, and walk thru this process with her…”
Here’s my edit:
“…I want to help and guide her by walking thru this process together…”
In the first one, there’s too many “hers”.
Can you see that?
And, check out how we swapped out the last “her” and added “together”.
“Together” is a POWERFUL $100 word when you're writing copy 🙂
Read that last edit again and tell me if you don’t feel the emotion to get started.
Because if you need help, guidance and don’t want to be alone, that sentence says it all –
It says it in a shorter way – and…
to
the
point-)
BTW – my clients make this stuff easier for me.
They start the ball rolling. Without their input and initial thoughts, I would be lost :-).
My intention showing you this is not to throw anyone under the bus. It’s about learning from each other.
Hope this helps you too!
Do you want a Cheat Sheet to help with your copywriting?
Use these proven headline frameworks and bullet formulas to write compelling, effective copy in emails, ads and even sales pages…