Copy 101: Finding clarity in your copy

Right now, there’s a boatload of similar online content competing for views, so you need to find a way to make yours stand the F out. Find out how eliminating fluff words and writing clearly can help you get the attention you deserve.

School was weird right?…

…all those essays with long words like superfluous or supercalafrgilistic (ok, ok, not that!)

Writing copy is almost the polar opposite -  taking away fluffy words, rather than trotting them out to appear fancy.

And why?

Because for every potential customer that finds your website, sales page or blog - you’ve got seconds to hold their attention.

🗑️ So ditch those filler words.

🔨 Break down complex wording or jargon.

👍 Simplify anything that could waste that attention window.

Here’s an example of how not to do it ↴

𝘗𝘳𝘰𝘷𝘪𝘥𝘦𝘳𝘴 𝘰𝘧 𝘢 𝘸𝘪𝘥𝘦 𝘢𝘳𝘳𝘢𝘺 𝘰𝘧 𝘮𝘦𝘵𝘪𝘤𝘶𝘭𝘰𝘶𝘴𝘭𝘺 𝘤𝘶𝘳𝘢𝘵𝘦𝘥 𝘢𝘯𝘥 𝘲𝘶𝘢𝘭𝘪𝘵𝘺-𝘢𝘴𝘴𝘶𝘳𝘦𝘥 𝘫𝘢𝘯𝘪𝘵𝘰𝘳𝘪𝘢𝘭 𝘵𝘰𝘰𝘭𝘴 𝘢𝘯𝘥 𝘴𝘢𝘯𝘪𝘵𝘢𝘵𝘪𝘰𝘯 𝘱𝘢𝘳𝘢𝘱𝘩𝘦𝘳𝘯𝘢𝘭𝘪𝘢 𝘧𝘰𝘳 𝘦𝘥𝘶𝘤𝘢𝘵𝘪𝘰𝘯𝘢𝘭, 𝘴𝘤𝘩𝘰𝘭𝘢𝘴𝘵𝘪𝘤 𝘢𝘯𝘥 𝘢𝘤𝘢𝘥𝘦𝘮𝘪𝘤 𝘦𝘴𝘵𝘢𝘣𝘭𝘪𝘴𝘩𝘮𝘦𝘯𝘵𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘤𝘰𝘶𝘯𝘵𝘺 𝘰𝘧 𝘚𝘶𝘧𝘧𝘰𝘭𝘬.

I wrote the above and I barely understand it…so it’s likely readers won’t have a clue either…then poof, they’re gone.

Why not go with ↴

𝘚𝘶𝘧𝘧𝘰𝘭𝘬’𝘴 𝘧𝘪𝘯𝘦𝘴𝘵 𝘴𝘤𝘩𝘰𝘰𝘭 𝘤𝘭𝘦𝘢𝘯𝘪𝘯𝘨 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘴𝘶𝘱𝘱𝘭𝘪𝘦𝘳.

While it's not perfect, there are no wasted words  and it tells readers exactly what they need to know, fluff-free.

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Hey, I’m Dan. I’m a mental health writer.

I write blogs, newsletters, articles and web copy for mental health and wellbeing professionals and organisations.

If that sounds good, click my face for a chat.