Ever gotten through a weighty paragraph and felt like you’ve just eaten three plates of cotton candy without any of the sugar rush? My guess is that by the end of it, you couldn’t even recall the flavor—err, point.
Conversational copy is to writing what that perfectly tailored suit is to a man. It fits. It’s sharp. It makes an impression. Fluff, on the other hand, is like an overly-long tie that trips you up mid-stride.
Often, writers play the sorcerer—hoping their magic blend of industry jargon and intricate phrases will enthrall readers. But more often than not, this becomes an illusion of insight, blurring the real message. It’s as if one tried to woo their audience with fireworks, only to have them explode prematurely.
Allow me a retake: Complex language meant to captivate will likely estrange your audience. Better, right?
If you detect your prose bulging with excessive verbiage that seems to dance around the point, it’s time for introspection. Are you attempting to mask your own uncertainty? A reflective pause and a thorough edit might be in order.
Three Crucial Fluff-Busting Tips:
- Tame Those Rowdy Verbs
- E.g.: “You must work ardently to deeply connect with readers to significantly enhance conversion rates.”
- Come on now, are we writing a sentence or assembling a verb parade?
- Cut the fanfare. It’s simply: “Connect with readers to enhance conversion rates.”
- Bypass the Obvious
- Over-explaining is like telling someone how to operate a fork before a business dinner. A tad condescending, right?
- Don’t tire out your readers with the obvious. Keep it fresh and crisp. Like a good salad at a board meeting luncheon.
- Remove Filler Phrases
- Fillers are the equivalent of those extra buttons on your suit jacket that you never really use. Sure, they’re there, but what’s the point?
- Example from earlier: “All too often, writers hope to dazzle…” — Let’s trim that suit, shall we? “Writers often hope to dazzle…”
- Be vigilant. Words like “actually,” “basically,” and “really” can sneak in. But remember, the executive doesn’t need ten buttons, just the ones that serve a purpose.
While these rules are important, context is key. Much like a well-dressed man might occasionally sport a bold tie or a flamboyant pocket square, there’s room for strategic deviance. It’s about discernment. Can that audacious adverb amplify your point? Go for it!
So, copywriters, step into the reader’s polished shoes. If the shoe fits, wear it. If it doesn’t, well, you know what to do. Trim that fluff!