5 Copywriter Tips to Tighten Your Content to Keep Reader Attention
Natural Language is Not The Same as Speech
You hear a lot about using natural language in your content to make it accessible and relatable for your customers. And, yes, you want your written words to sound natural. But, words and phrases that you may use in speech can clutter your text.
The aim of your content is to be clear and concise so your customers immediately understand your business. Economy of words is the best path to clear writing. That doesn’t mean all your sentences need to be short. It means your writing doesn’t need unnecessary words or clunky phrasing.
So, before you hit publish on your new content, check your words to make sure you’ve been as economical as you can be. Here are five top ways to sharpen your writing.
Redundant Phrases
Redundant phrases say the same thing twice or more. You may use redundant phrases when you are talking to customers to emphasize a point, but in writing, they bog down the text.
The words repeat the concept. Choose one and go with that. Your writing will be clear and concise.
Here are some examples of common redundant phrases:
Basic necessities
Unexpected surprise
Personal opinion
Added bonus
Free gift
End result
New innovation
Regular routine
Each and every
Sum total
Past history
Blatantly obvious
Period of time
Advance warning
Sudden impulse
Absolutely certain
Choose Verbs Over Adverbs
Adverbs describe verbs, but you can get to the point and enliven your writing using lively verbs. Adverbs can make your sentences feel overwritten.
She wholeheartedly believed in success.
Adverb + verb
She clung to success.
Strong verb replacement.
See if you can find the verb that describes the exact action. Vibrant verbs enliven your writing in your reader’s mind.
Weak verb alternatives:
Want - crave
Change -deviate
Build - snowball
Need - starve
Sit - plop
Of course, the context will determine which strong verb you choose.
Minimize Gerunds
Gerunds are a verb form that serve as a noun. They usually end with -ing. Your sentence will be stronger if you use an active verb.
Gerunds are weak. They don’t command attention the way a straight verb does.
One place to avoid gerunds is a title, or even a heading in an article.
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Skip Filler Words
Filler words in writing are just like those “ums” and “ahs” in speech. They take up space without serving a purpose. Eliminate filler words to make your text direct, clear, and easy to read.
Here are a few filler words and phrases you can delete:
That
So
In order to
When all is said and done
Basically
Just
Very
Really
Highly
Needless to say
For what it’s worth
In my humble opinion
For all intents and purposes
A bit
Sort of
Kind of
In a sense
Tend to
Seemed to
Must have
Could have
Avoid To-Be Verbs
You can almost always find a stronger verb than a to-be verb. Search through your text to find the versions of the to-be verb. Then replace it with a bolder, more specific verb.
Jim is loud when he doesn’t get his way in a meeting.
Jim bellows when he doesn’t get his way in a meeting.
Is
Are
Am
Was
Were
Be
Been
Being
Sharpen Your Word Tools
From these five examples you can see verbs do the heavy lifting. Use precise words—verbs and nouns—to sharpen your text. Just like the right tool for the job, the most precise word makes your meaning clear.
Before you publish your content, take the time to edit for the best words. An editing tool like ProWritingAid can help you identify places to tighten your writing.
Online readers skim. Use words to grab and hold attention and tell your story with precision. Clarity built with specific, bold words gets your reader to the point.
The same direct clarity that helps site visitors understand what you say, also helps search engines understand your text. Clear writing boosts your chances of showing up as the answer in search results.
Interested readers and search results make your writing a double win. It’s worth taking the time to edit for clarity.
Want a quick review of your business writing? I offer consulting to business owners who want to fine-tune their content. Send me a note to schedule a time.
