4 Ways to End Fluffy Copy

Writing without fluff: It's hard!

Writing without fluff: It’s hard

Adjectives are a writer’s best friend. And that’s why when asked to write straight-forward, ‘no fluff’ copy it’s actually quite tough.

Being a “story teller” is the current buzz-phrase when it comes to a writer’s LINKED IN profile, but more and more people have less and less time — they don’t want to sort through all your superlatives to get down to the meat of the copy. Just say what you mean already!

With the exception of writing the next great American novel; or if your outcome is to pull deep emotion out of people, consumers have grown to appreciate direct messaging. In the end, you’re saving them time and everyone appreciates that.

Here are four ways you can cut the fluff and make your message hit hard:
1.) Circle the adjectives.
Write the copy as you naturally, wonderfully would. And then when you get it right where you want it, go through and delete everything that is a descriptor. Watch what happens! With a final tweak, you may find yourself with some pared down, unbiased copy*.

2.) Get out a timer.
For product copy or an elevator speech, if you can’t say what you want to say in 20 seconds or less, you’re fluffing out.
With the stress of the clock on you, you will say what’s truly important first and that will please the client and the target demographic — whose primary question they want answered is, “Why should I care?”

3.) Remove your bias.
When you work in TV, you learn to spot the best news anchors, reporters or show hosts: they’re the ones who you can’t tell are Republican or Democrat.

The best writers are those who paint a picture (whether that be on a product or informational copy) without over-telling how the customer should feel about this.

Over fluff can often make the product or service you are writing about seem fake; kinda like slapping a bunch of frosting on an over-cooked cake: nobody wants it but it sure looks good.
Picking the points that you want to get fluffy on and laying off others is a good way to make your copy legit but persuasive.

4.) Let testimonials fluff all out.
The client wants you to sell massive amounts of their tooth brushes. But instead of you saying, “Your teeth will shine for eight hours!” or “Make your smile even brighter!” stick to the rock solid attributes of the brush (super sonic motion, grime-grabbing bristles) and leave the fluff, biased aspects to testimonials.

If Jane from Jersey says the brush “…is super fun to hold and three guys stopped her on the street to comment on her pearly whites,” that’s much more credible than if you, the writer, said it. You’re being paid; Jane from Jersey is not.

*and you can always judiciously add one or two back in if it’s too dry.

georgie_hockett_headshot3Georgie Hockett, is VP of Creative Services at The Bookey Group, offering a trifecta offering of  1) sales enablement , 2) elevated by innovative creative and 3) targeted sales leads and network connections. Talk to Georgie now.