Dynamic Marketing Communiqué

Get rid of what you don’t need! How can you make sure the message is clear? [Tuesdays: “Write with the Pen of the Masters”]

June 2, 2020

“Literally, sustainable development refers to maintaining development over time, although by the early 1990s, more than 70 definitions of sustainable development were in circulation, definitions that are important, despite their number, because they are the basis on which the means for achieving sustainable development in the future can be built.”

If you had a hard time reading that sentence, you’re not alone!

This sentence is just too wordy.

Effective copywriting is all about sending a message in the most effective and concise way possible.

Wordy sentences and paragraphs can make a message hard to understand.


This is one of the rules from the book, “The Technique of Clear Writing” by Robert Gunning.

While adding some extra words can work, it puts your writing at risk of being confusing or hard to read.

Keep things short and sweet!

If you can describe or explain details with a single word, do that!

    There are times when a single word is enough to state an idea.

    Saying too many things in your copy or content can make it look too “academic” or “formal” like a college essay or literary review. If that’s not your purpose, remember to keep it simple.

    Instead of:Despite the fact that disaster was averted, the damage had already been done.”

    Use:Although disaster was averted, the damage had already been done.”

Avoid double negatives

    Another common writing mistake is the use of double negatives. These contradict each other and can confuse readers.

    Eliminate these from your vocabulary and write more effectively.

    Instead of: “It is not uncommon to take breaks during office hours.”

    Use: “It is common to take breaks during office hours.”

Use abbreviations properly

    Abbreviations can help shorten sentences and make your copy concise, but be careful with redundancies.

    Instead of: “I heard they fixed the ATM machine.”

    Use: “I heard they fixed the ATM.”

In copywriting, the clearer the message, the more effective it is.

People can easily recall short and snappy marketing slogans and taglines of brand and product promotions.

It’s similar for articles and other longer types of copy. Concise paragraphs that get straight to the point are better than ones that beat around the bush!

Wordiness can make fun and interesting content hard to read.

By following these tips, you can create precise and concise content.

Avoid unnecessary words, and you can greatly improve your copywriting!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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