Write Powerful Copy by Eliminating Old and Tired Expressions
Ugur Akinci, PhD
May 19, 2007
You'll increase your web site traffic faster if you use clean and short sentences.
Remember: less is more.
Eliminate all hackneyed expressions from your prose for some snappy copy.
Examples:
Ring the bell in order to get service.
BETTER: Ring the bell to get service.
Truth of the matter is, there is something fishy with this deal.
BETTER: There is something fishy with this deal.
In a manner of speaking, he was the black sheep of the family.
BETTER: He was the black sheep of the family.
To be perfectly honest with you, I don't like the way things are going.
BETTER: I don't like the way things are going.
To be perfectly frank about it, I wish I had another option but I don't.
BETTER: I wish I had another option but I don't.
The long and the short of it is, Frank has to pay that hundred dollars back.
BETTER: Frank has to pay that hundred dollars dollars back.
Well, what do you think?
BETTER: What do you think?
Worrying about the past does not make any sense and you know that.
BETTER: Worrying about the past does not make any sense.
Needless to say, Hawaii is a gorgeous place to live.
BETTER: Hawaii is a gorgeous place to live.
You will be able to leave on Sunday.
BETTER: You can leave on Sunday.
You have the ability to learn.
BETTER: You can learn.
The brigade was not enabled to deploy.
BETTER: The brigade could not deploy.
Make sure to click the Start button.
BETTER: Click the Start button.
Ideas in themselves cannot be copyrighted.
BETTER: Ideas cannot be copyrighted.
Doctors recommend taking calcium in conjunction with vitamin D.
BETTER: Doctors recommend taking calcium together with vitamin D.
The information in this document is considered the property of ABC Corporation.
BETTER: The information in this document is the property of ABC Corporation.
In the event that your roof leaks, call a roofer.
BETTER: If your roof leaks, call a roofer.
It simply works.
BETTER: It works.
We were totally amazed
BETTER: We were amazed.
He was really lost.
BETTER: He was lost.
Remember: less is more.
Eliminate all hackneyed expressions from your prose for some snappy copy.
Examples:
Ring the bell in order to get service.
BETTER: Ring the bell to get service.
Truth of the matter is, there is something fishy with this deal.
BETTER: There is something fishy with this deal.
In a manner of speaking, he was the black sheep of the family.
BETTER: He was the black sheep of the family.
To be perfectly honest with you, I don't like the way things are going.
BETTER: I don't like the way things are going.
To be perfectly frank about it, I wish I had another option but I don't.
BETTER: I wish I had another option but I don't.
The long and the short of it is, Frank has to pay that hundred dollars back.
BETTER: Frank has to pay that hundred dollars dollars back.
Well, what do you think?
BETTER: What do you think?
Worrying about the past does not make any sense and you know that.
BETTER: Worrying about the past does not make any sense.
Needless to say, Hawaii is a gorgeous place to live.
BETTER: Hawaii is a gorgeous place to live.
You will be able to leave on Sunday.
BETTER: You can leave on Sunday.
You have the ability to learn.
BETTER: You can learn.
The brigade was not enabled to deploy.
BETTER: The brigade could not deploy.
Make sure to click the Start button.
BETTER: Click the Start button.
Ideas in themselves cannot be copyrighted.
BETTER: Ideas cannot be copyrighted.
Doctors recommend taking calcium in conjunction with vitamin D.
BETTER: Doctors recommend taking calcium together with vitamin D.
The information in this document is considered the property of ABC Corporation.
BETTER: The information in this document is the property of ABC Corporation.
In the event that your roof leaks, call a roofer.
BETTER: If your roof leaks, call a roofer.
It simply works.
BETTER: It works.
We were totally amazed
BETTER: We were amazed.
He was really lost.
BETTER: He was lost.
Print
Email
