Lots of copywriters love fluff. They gravitate toward it instinctively because it sounds good. Check out this sentence: “At Acme Pet Supplies, we offer superior customer service to match our outstanding products.” You might be thinking, “Oooh – that sounds so good! Everyone wants to see that a company has ‘superior customer service.’ Anyone who reads that Ac...
April 2, 2008 READ MORE
Being a writer is NOT easy. You know that. Whether you are a freelancer or a Pulitzer-prize winning novelist, an immense amount of work goes into each word you put on paper. And even the most renowned writers have to work at it. Sure, every writer has his own personal tricks to keep the content flowing and the copy crisp, but since I haven’t the time or the energy to tra...
April 1, 2008 READ MORE
Pack More Punch into Your Proofreading
I find that most writers approach proofreading as a dreaded afterthought. Once they finish the actual writing, the idea of poring over their copy one last time to discover tiny errors seems…loathsome. Trust me, proofreading is infinitely important. Nothing looks sloppier than using “your” when you should have used “you’re.” Or misspelling the name of the compa...
April 1, 2008 READ MORE