Page 42 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

because you invented it, you’re trading it, you manufacture it, or you
supply it personally. But your reader probably isn’t. Blathering on
about it won’t bring the sale any closer.
Make sure you use tight, muscular language where every word
counts. Don’t say it’s “27 meters in length,” say it’s “27 meters long.”
Don’t say, “We are located in the city of Birmingham.” Say, “We’re
in Birmingham.”
If you end up cutting your first draft by 30 percent, fine. You now
have all that free space to write more benefits-laden copy. Or, you
can decide you’ve said all you need to make the sale, and your reader
has to do less work before making their buying decision.

In practice

• Don’t worry about being concise when you’re writing your first

draft. Instead, concentrate on telling the reader a compelling
story about your product and why they should buy it. Leave the
editing until your second draft.

• Watch for empty adjectives, clichés, waffle, repetition,

redundancy, and, in particular, writing that pleases you but
leaves the reader cold.

100 GREAT COPYWRITING IDEAS • 33