With copywriting, less is often more. Choosing the right words usually means using one word instead of four.
And it's that practice of seeking out the right word that is so infuriating yet also so satisfying when you get it right.
Much easier is getting rid of words that have no place being there in the first place.
These are often short and simple words you use every time you write. They sneak their way into your copy because they are so natural.
First drafts are full of them.
But they don't belong there. They fatten the copy and bloat it. They are often called 'fluff' or 'fog' words, and they can reduce the impact of your landing pages and emails.
Over the years, I have built up a long list of words that can often be eradicated in my copy, and I'd like to share a few of them with you today.
Cutting these words out (where it makes sense to do so) is one of the quickest ways to improve any piece of writing.
There is one major problem when it comes to selling your skills as a freelance copywriter: everyone else is a writer too.
People hire a plumber because they don’t have the first idea about how to stop the pipe from leaking.
They hire a web designer because they don't have a clue about HTML or coding.
But writing is different.
After all, everyone learns how to write in school. It’s one of those basic life skills like riding a bike.
Successful blogging is all about coming up with ideas. Lots of them.
What is there to write about? What would people actually want to read that you could possibly write?
I won't lie: getting started can be tough.
But the truth is, once you get going, the ideas start flowing. I've currently got a folder of blog writing ideas in my Evernote account that just keeps on expanding, and for every blog I write, I add five new ideas.
You can easily find a continuous stream of ideas by being proactive. And that means spending a little bit of time – but not a lot – searching for ideas in the right places.
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