How to Write Strong Copy by Eliminating Old Expressions

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© Ugur Akinci

Eliminate old expressions to increase the impact of your commercial or web copy.

Remember: less is more.

Eliminate all hackneyed expressions from your prose for some snappy copy.

Examples:

Ring the bell in order to get service.

BETTER: Ring the bell to get service.

Truth of the matter is, there is something fishy with this deal.

BETTER: There is something fishy with this deal.

In a manner of speaking, he was the black sheep of the family.

BETTER: He was the black sheep of the family.

To be perfectly honest with you, I don't like the way things are going.

BETTER: I don't like the way things are going.

To be perfectly frank about it, I wish I had another option but I don't.

BETTER: I wish I had another option but I don't.



The long and the short of it is, Frank has to pay that hundred dollars back.

BETTER: Frank has to pay that hundred dollars dollars back.

Well, what do you think?

BETTER: What do you think?

Worrying about the past does not make any sense and you know that.

BETTER: Worrying about the past does not make any sense.

Needless to say, Hawaii is a gorgeous place to live.

BETTER: Hawaii is a gorgeous place to live.

You will be able to leave on Sunday.

BETTER: You can leave on Sunday.

You have the ability to learn.

BETTER: You can learn.

The brigade was not enabled to deploy.

BETTER: The brigade could not deploy.

Make sure to click the Start button.

BETTER: Click the Start button.

Ideas in themselves cannot be copyrighted.

BETTER: Ideas cannot be copyrighted.

Doctors recommend taking calcium in conjunction with vitamin D.

BETTER: Doctors recommend taking calcium together with vitamin D.

The information in this document is considered the property of ABC Corporation.

BETTER: The information in this document is the property of ABC Corporation.

In the event that your roof leaks, call a roofer.

BETTER: If your roof leaks, call a roofer.

It simply works.

BETTER: It works.

We were totally amazed

BETTER: We were amazed.

He was really lost.

BETTER: He was lost.

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