Get rid of some of the hot air

We often say that a picture is worth a thousand words. This is sometimes misinterpreted as visualization can replace words. This is so – not true! When marketing and selling, words are extremely important. Designers must work hand-in-hand with copywriters. Words are necessary tools to motivate and persuade your audience. Words are still a storyteller’s strongest tool. This is such an important subject that copywriting will be the theme topic for our upcoming monthly e-zine “Studio Buzz”.

I will leave you with just one of the many skills, good copywriters must have – elimination of wordy expressions! Marketing and sales collateral must be focused and on topic. The shorter the available copy space, the more challenging the task. Lincoln’s Gettysburg address was a masterpiece. The President was able to say more in his short speech than the speaker before him did in an hour and a half oration.

So here are just some examples of phrases that amount to little more than “dead wood” Most can be trimmed to a single word.

Instead of: At the present time, use now
Instead of:At this point in time, use now
Instead of:As of this date, use now
Instead of:At that time, use then
Instead of:At that point in time, use then
Instead of:During the time that, use when, during
Instead of:At which time, use when, during
Instead of:On the occasion of, use when, during
Instead of:Subsequent to, use after
Instead of:In the event that, use if
Instead of:After very careful consideration, use after considering
Instead of:Make inquiry regarding, use inquire

These are some of the many examples that demonstrate avoiding wordy expressions.