3 Things to Cut From Your Copy

Everyone wants copy that grabs attention, connects with readers, and converts into sales. But there are a few common copywriting mistakes to turn people off as soon as they start reading. 

Today we're focusing more generally on copywriting best practices. Keep reading to learn 3 things you can cut from your copy right now to make it stronger.

You can use these tips when you're writing your emails or any other copy you might write for your business. We're going to go over some of the common copywriting mistakes I see that make me kind of cringe. As you become aware of these things, you can start seeing them in your own writing and editing them out. So let's dive in! 

Overusing “that”

First thing to watch out for is the word “that.” Usually the word “that” is extra fluff that you don't actually need in your copy. 

Go through your sentence and see if it still makes sense if you delete the word “that.” If so, cut it! When you read through it again, usually the sentence will sound a lot better. It'll also be shorter, more concise, and easier to read.

This is a really simple fix but when I started doing this with my copy, I noticed how much I was using it as kind of a fluff filler word. On the page, if you've got “that” coming up several times, multiple times in the same paragraph or the same sentence even, it can be clunky to read.

As you edit, go through and see if there are any extraneous “that's” in your writing.

Overly formal language

Another thing to watch out for in your copy is formal language. Unless your market is super traditional, you don't need to be worried about using formal language in your copy.

It's probably a habit you picked up in high school or college when you were taught that this is how you write. But with your copy, it's really not necessary.

Instead, write how you actually talk. One of the quickest ways to sound more relaxed and casual in your copy is to use contractions. 

Because think about it. How often would you actually say to a friend, “It is great to see you. How is it going?” 

No, you would be like, “Hey, it's great to see you. How's it going?” 

Using things like contractions and dialing back the formal language can help you sound more friendly and really create that connection with your customers. 

The same goes with jargon. You want to watch out for that popping up in your copy just because you’re an expert doesn't mean you need to fill your copy with lots of Industry language. Don't confuse your readers with lots of technical terms or vague concepts that people outside of your niche don't understand. Make it easier for them to get what you're saying by using the words your clients would use.

Watch out for being overly formal or adding tons of jargon that people don't get into your copy.

Hedge words

Another thing you want to watch out for is hedge words. Because this one's really subtle, but it can turn people off and make you seem like you don't know what you're talking about or you're not confident in what you're offering. 

And nothing turns people off faster than what it sounds like you don't believe in what you're selling. Even if you think your service is the best thing in the world you could be sending a different message if you're using hedge words. 

Here are some of the common hedge words that might be popping up in your copy: Maybe, possibly, probably, likely, somewhat, etc. 

Even using the words “I think” when you're talking about something that could be stated more directly puts you in a weaker position.

Using hedge words like this could make you seem unsure of yourself. They cut the impact of what you're saying and they can totally undercut your confidence.

So go ahead and ditch those hedge words and show up confidently in your copy.

I hope you find these tips helpful. Now that you know what to look out for, if you ever find these things popping up in your copy you can start spotting them and correcting them.