Do These Wordy Phrases Clog Your Copy?
“Less can be more.” It’s one of copywriting’s bedrock principles.
Good copy reads like a greased playground slide – smooth, easy and quick. Simple language lets your reader “glide” through the copy. But wordy groupings create bumps on your greased slide.
As any kid (or reader) knows, bumps slow you down. They’re frustrating, make you want to jump off – and go play elsewhere.
The solution: shrink wordy phrases!
Always read your copy aloud. Make sure it flows. If wordy groupings trip your tongue, trim them down.
Here are some of the biggest “wordy copy” culprits … and what to use instead.
| gave permission | permitted |
| incur no risk | risk-free |
| made a decision | decided |
| made a request | requested |
| reached agreement | agreed |
| the truth is | truthfully |
| would like to | want |
| at no time | never |
| at all times | always |
| at the conclusion of | after |
| at the present time | now, presently |
| at this point in time | now |
| during the time that | while |
| in a short time | soon |
| in all likelihood | probably |
| in the event of, that | when, if |
| on one occasion | once |
| prior to | before |
| a significant distance from | far away |
| adjacent to | next to |
| in the field of, in the area of | in, near, nearby |
| located near | near, nearby |
| a large number of | many |
| by means of | by |
| due to the fact | because |
| extensive use of | lots, many, plenty |
| for the reason that | because |
| in the final analysis | finally, in the end |
| in spite of the fact that | although, though, even though |
| in spite of | despite |
| all things considered |
| as far as I’m concerned |
| I remember |
| remember when |
About the author
Kathy Widenhouse (www.kathywidenhouse.com) is a freelance development writer who specializes in producing materials for the faith-based, nonprofit market. She also provides strategic consultation to help nonprofits get their message out and get results. Kathy’s 90+ articles have appeared in more than 40 periodicals, and she has written 5 books.