Whenever I ask my copywriting training delegates what they want from the training, one thing always seems to crop up: ‘I need to write with less waffle.’ So, let’s look at some techniques for removing unnecessary words so that your writing has more impact.
1. Drop phrases that include ‘doublings’ or ‘pleonasm’
Some pleonastic phrases are engrained into language and feel natural, like ‘safe haven’ and ‘carbon copy’. Meanwhile, some phrases like ‘each and every’ and ‘terms and conditions’ have a legal meaning, in addition to feeling very familiar.
However, in many cases, you can remove a word or two and keep the meaning and impact in place. Here are a few examples of phrases where one of the words can usually be dropped without losing the meaning:
- Absolutely complete.
- At this moment in time.
- Basic fundamentals.
- Courteous and polite.
- Free gift. (All gifts are free.)
- First and foremost.
- Foreign imports.
- Tuna fish. (All tuna are fish.)
- Goatee beard.
- Just recently.
- Future prospects.
- Unexpected surprise.
- Twelve noon / twelve midnight. (Noon and midnight are always at twelve.)
- My personal opinion. (Opinions are always personal.)
2. Watch out for flabby phrases
Winston Churchill gave some excellent advice in a memorandum entitled ‘Brevity’:
“Let us have an end of such phrases as these: ‘It is also of importance to bear in mind the following considerations . . . ‘ or ‘consideration should be given to the possibility of carrying into effect . . . ‘. Most of these woolly phrases are mere padding, which can be left out altogether, or replaced by a single word. Let us not shrink from using the short expressive phrase even if it is conversational.”
Cutting a few words here and there can make a big difference.
Instead of ‘The purpose of this letter is to show…’ write ‘This letter shows…’.
Instead of ‘Please do not hesitate to let us know…‘ write ‘Please let us know…’.
3. Use the active voice (not the passive voice)
Using the passive voice usually makes your writing weaker, which is the main reason to avoid it where possible. But it’s also something that, in most cases, uses a word or two more than the active version of the same phrase.
Here are a few examples to help you see the difference:
Passive – Our company was chosen to receive an award.
Active – Our company received an award.
Passive – We have had 15 new products arrive.
Active – Fifteen new products arrived.
Passive – Our products can be used to save you money.
Active – Use our products to save you money.
Passive – Paris is visited by thousands of tourists every day.
Active – Thousands of people visit Paris every day.
Underlying these specific tips is a simple mantra: stay focused on your core messages. Knowing what you want to say and avoiding the temptation to get side-tracked is the ultimate way to make every word count. If you can do that, you will very likely write lovely clutter-free copy.
Call me on 01733 840259
or 07759 292329.
E-mail: richard@pcbonline.co.uk
Call me on 01733 840259 or 07759 292329. E-mail: richard@pcbonline.co.uk