Great copy is mostly about what you take out, not what you add in. Most of us write with words that seem helpful at the time but actually make our message weaker.
Here are the words I cut from every client's copy. If you run your messaging through this checklist, you'll see an immediate improvement in clarity.
"Really," "Very," "Actually," "Just"
These are filler words that dilute your message. They signal uncertainty. They make you sound less confident.
❌ "We're really excited to announce this new feature"
✓ "We're excited to announce this new feature"
❌ "This is just a simple tool for managing projects"
✓ "This is a tool for managing projects"
The strongest version is the one without the filler. It stands on its own.
"Basically," "Essentially," "Sort of"
These words are hedges. They're like you're apologizing for what you're saying before you even finish saying it. Cut them.
❌ "Basically, what we do is help companies communicate better"
✓ "We help companies communicate better"
Be direct. Be clear. Don't apologize for your message.
"In Order To"
This phrase is bloated. Use "to" instead.
❌ "In order to improve your workflow, try our new dashboard"
✓ "To improve your workflow, try our new dashboard"
Shorter is stronger.
"Utilize," "Leverage," "Synergize"
These are corporate jargon. They make your copy sound like corporate speak instead of human conversation.
❌ "Utilize our platform to leverage synergies across your team"
✓ "Use our platform to work together better"
Stick with simple, human words. Your readers will appreciate it.
"Could," "May," "Might"
Uncertain language weakens your message. When you're describing a benefit or making a promise, be direct.
❌ "This could potentially help your sales team close more deals"
✓ "This helps your sales team close more deals"
Confidence matters. Don't hedge your benefits.
"A Lot," "Quite a Bit," "Some"
Vague language is the enemy of clarity. Replace it with specifics.
❌ "This tool can save you a lot of time"
✓ "This tool can save you 5 hours per week"
Numbers are your friend. They make your message concrete and believable.
The Clarity Checklist
Use this checklist on your next piece of copy:
- ☐ Remove "really," "very," "actually," "just"
- ☐ Remove "basically," "essentially," "sort of"
- ☐ Replace "in order to" with "to"
- ☐ Replace corporate jargon with simple words
- ☐ Replace uncertain language with direct language
- ☐ Replace vague language with specific numbers
Run through that list. Cut those words. Watch your copy get sharper, clearer, and more effective immediately.
The Real Rule
The underlying principle? If a word doesn't earn its place in your sentence, cut it. Every word should be there for a reason. If you remove it and the sentence is still clear (or clearer), it didn't earn its place.
Clarity is about respect for your reader's time. Make every word count.