Wordy Woodpecker
There’s something that happens more frequently than you’d imagine when people sit down and begin to write copy.
They start writing as if they’re someone else.
They use expressions as if they’re writing a tome to impress an academic and seek peer approval.
They stop writing plain English.
In short.
They stop communicating effectively.
And I’m as guilty of this at times as the next person.
Here are some examples I’ve come across and the words which should have been used instead.
At the present time…… now
At this point in time….. now
owing to the fact that…. because
pertaining to……………… about
Whether or not…………… whether
Come in contact with….. meet
Come to a decision as to….. decision
Make use of…………………… use
Exhibit a tendency to…….. tend to
In close proximity…………. near
Complimentary…………….. free
After very careful consideration……. after considering
is of the opinion………….. believes
Make inquiry regarding…. inquire
Recognise any of the above as ones you are guilty of?
Notice how easily you and I can slip into the trap of writing long-winded phrases when simple words and expressions will do.
And usually do better.
In terms of results.
Take a look at your last bit of marketing copy?
Read it out loud.
Check it through at least twice.
Was there anything you could have changed?
Great.
Remember for next time.