There are three pieces of advice that I think help elevate any piece of copy and give it a professional edge.
Here they are.
Cut the first paragraph
Almost invariably, the first paragraph is you metaphorically clearing your throat and setting the scene. The second (or even third) paragraph is where you get to the point. So respect your reader’s time and delete the first paragraph.
For example, ‘In today’s fast-paced world…’ is almost always unnecessary. We all know the world is fast-paced and we don’t need to be told it.
Or as another example, here’s the first para I wrote for this article:
I’ve been a copywriter for over 20 years. As part of my CPD I’ve taken copywriting courses, attended copywriting conferences, read copywriting books, read copywriting articles.
Keep the start of bullets consistent
When you’re writing a list of bullet points, make sure the first word is the same type of word each time.
For example:
Maria von Trapp sings about her favourite things:
- raindrops on roses
- whiskers on kittens
- bright copper kettles
or
Maria von Trapp sings that she:
- loves raindrops on roses
- adores whiskers on kittens
- delights in bright copper kettles
but not:
Maria von Trapp sings about her favourite things:
- raindrops on roses
- loving whiskers on kittens
- her delight in bright copper kettles
Check whether you need ‘but’ or ‘and’
The word ‘but’ is very useful for stopping readers in their tracks. But be mindful that it acts as a pivot, setting up two clauses in opposition.
Sometimes, this is what you want:
This machine isn’t cheap, but you’ll never regret buying it.
But if you’re using it in the sense of ‘and there’s more’, ‘and’ often works better – it gives the text more energy and positivity.
For example, compare:
We saw the expected gains in performance when we invested in training for our team. But that was just the start. We also saw more employee engagement, less absenteeism and better staff retention.
with:
We saw the expected gains in performance when we invested in training for our team. And that was just the start. We also saw more employee engagement, less absenteeism and better staff retention.
These three examples are small tweaks that make a big difference. Do you have a favourite tip you swear by?
