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Make each sentence earn its keep. The life goal for any sentence is to pass the baton to the next sentence—not stop the flow. Ax the blowhard sentences that repeat what’s been said, just because they like to hear themselves talk. A selfish sentence is not a team player.
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This is especially important in copywriting: Delete selfish words that are about the product (“the best on the market”) not why the prospect should care. Answer the reader’s question: WiiFM—What’s in it for me?
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▶️ Kick to the curb vague descriptions of people, places, things, ideas.
▶️ Use action verbs (verbs you can visualize in your head) more than thinking verbs (verbs you can’t see—like considered, theorized, thought).
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▶️ Use you.
▶️ Use their actual words.
▶️ Help your readers recognize themselves in your writing: People don’t care about “scaling customer interactions”; they do care about “getting the exact kind of real-time insights.”
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An ESL teacher, perpetual learner, blogger, cat mama, fantasy fan, and other bits and pieces
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