‘Substitute “damn” every time you’re inclined to write “very;”
your editor will delete it and the writing will be just as it should be.’
Mark Twain
That well-worn phrase ‘less is more’ could have been invented for writing websites. Short, sharp, succinct and to the point – that’s the kind of copy your users want to read. And, be honest, that’s the kind of stuff you want to find when you visit a site, isn’t it? Not reams of padding.
But the finely honed phrase doesn’t just appear from nowhere. You have to work at it. So here’s my simple, Five-Step Technique for getting the results you want:
1 Open a new page and just write. Anything, everything – get it all out and say what you want.
2 Read it over carefully; get it in order so that the story flows.
3 Now – be prepared to delete. Cut out anything you don’t need: long-winded sentences; vague filler content; repetitions. Check words like ‘that’ and ‘very’ – see Mark Twain’s advice above. If it doesn’t add anything – delete!
4 Re-write wordy cliches like ‘on a weekly basis’, ‘in a position to’ or ‘for the purpose of’.
5 Leave for at least 30 mins (overnight is even better). Then re-read – preferably out loud and with feeling. Tighten up the copy where needed. (Repeat Step 5 if necessary.)
Et voila! You’ll have a lean, mean fighting piece of copy that really does the business.
Remember, you can’t bore people into buying.
Love it Jane, that the second quote I’ve heard from Marl Twain recently and how true it is. Great article sharp and succinct – did you sleep on it ?
Good advice from the man, don’t you think?
And yes, I did sleep on it, Kath. Only the once, though. You have to know when and where to draw the line!
Hi Jane
I write like that! Just let it flow and then see what happens…. then delete and alter when I see it in print!
I kind of have an idea what I should be writing but then rely on my wits to take me where I need to be. Lots of my readers would probably say I don’t hit the delete key enough!
My new blog, kangenwell is helped though by lots of technical writing being available to me to copy and paste – I like that. It just means I have to put a personal slant on it at some point.
Anyway, I wouldn’t be a friend if I didn’t pop by.
Take care
Pete
Lovely to see you here, Pete! And good to hear that you write like that too.
Being too precious about what you write is a waste of time. If it doesn’t work, and if it messes up the clarity of your message – get rid!