Copywriting is stylistic, so for every rule, there is usually an exception. Oftentimes, to impart a conversational quality, it’s fine to overlook certain grammatical rules — split infinitives like Star Trek‘s “to boldly go” or adverb/adjective confusion like Apple’s “Think Different” may rile linguists, but they’ve proved memorable.
I myself flout grammar rules all the time. I start sentences with conjunctions like but or and. I end sentences in prepositions. But I do adhere to a few principles: Go easy on the exclamation points. Show, don’t tell. And most importantly: never use two sentences when one will do.
I pride myself on keeping copy tight and don’t have patience for useless fluff. Useless fluff is especially prevalent in web copy, where, for SEO purposes, articles usually need to meet a minimum word count. When writers lack something to say, they look for filler words and phrases. They create sentences that take up space but do nothing to impart meaning or convey beneficial information.
The best embodiment of filler and fluff that I can think of is the current occupant of 1600 Pennsylvania Avenue. So let’s use his speaking style as a teachable moment in copywriting.
President Donald J. Fluffington
Our chief executive is often described as a master of branding. There’s no question that decades from now, the “Make America Great Again” slogan will define his term in office. It’s a potent tagline—succinct, aspirational, and indelible. Still, for a president who claims to “know words” and “have the best words,” he has a verbal tic: he uses fluff words as a crutch to fill dead air.
In his first 100 days in office, the president’s most-Tweeted word was great. Who hasn’t seen a clip of Trump touting his “great, great wall on the southern border,” or greeting the “great men and women of our military”? Last year, National Journal analyzed transcripts of Trump’s conversations with world leaders and counted 78 adjectives, including great, tremendous, fantastic, incredible, special, wonderful, terrific, and big.
As Washington Times commentator Wesley Pruden writes,
Hyperbole is the affliction of our age, where life is lived on the surface, entertainment is all and synthetic excitement is as good as the real thing. Why end a sentence with a period, when you can use an exclamation point, or even two? Or three… But even a president — indeed, even President Donald J. Trump — does not live in a world where everything is wonderful, tremendous, fantastic and incredible.
Why fluff has no place in your copy — and how you can fix it
While some may find the president’s speaking style refreshing, more find it vapid and unappealing (check the poll numbers). Like Trump, copy that’s chock-full of hyperbole is difficult to believe and even harder to trust.
As a copywriter, your duty to your brand is to develop a voice that inspires people to respond positively. Positive reactions might mean buying a product, sharing an article, or following the brand on social media. To evoke these reactions, your copy must cultivate confidence, respect, even admiration.
How? First, trim the fat. Strike any sentences that don’t add information, like “you’ll love it,” “the possibilities are endless,” or “there’s something for everybody.” Then, use the Find/Replace function and delete any uses of very and really — you don’t need them. Next, look for any Trumpian adjectives. With each one you find, feel shame. Subcutaneous, loathing, flagellating shame. Finally, demonstrate actual knowledge and writing acumen by transforming your copy from vacuous to valuable.
The following table may help in this endeavor:
If Trump described his border wall as “inventive” or “effective” instead of “great, great,” it would still be a stupid idea. The point, however, is that it wouldn’t sound as stupid.
In truth, your copy may not be able to sell a worthless product or salvage a hackneyed ad campaign. But at least any reflection of your own writing skill will be spared. Write well, even if what you have to write about isn’t “great.”
Don’t just fill space. Say something.