Copywriting Hazards, And What to Do about Them - By: Vlad Ehrsam, Posted on: 2006-11-30

Copywriting is a very important part of marketing and advertising. It is especially important when you have Web site. Good content is very important, and it is vital that your copy is relevant and useful.

However, there are many pitfalls to copywriting that serve only to weaken your content. In order to keep your copy from falling into the trap of being irrelevant, fluffy, and boring, here are a few things to avoid at all costs.

Tangents

Avoid the urge to give unnecessary and irrelevant information. Good copywriting should consist of one main point broken down into several, shorter related points. Concentrate on each point at a time. The pace of your writing should be brisk and fast flowing. Going off at a tangent is a sure way of losing your reader.

Repeating Yourself

Redundancy is a major drawback in any content. The main reason many copywriters repeat themselves is because they are eager to make sure their point has been made. This is ineffective, however, as it causes many readers to lose interest and to become annoyed by the constant repetition. Carefully choose your words and then make the point only once.

The Impress with Long Words Hazard

These are words that are long and often come across as pretentious. Instead of searching for ways to sound smart, write simply with powerful words that convey your message. Nobody will get what you are saying if you use awkward sentences and long words. Instead it will just confuse readers and give them a reason to stop reading your content.

The Use Clever Language Hazard

Using copywriting to display clever mastery over language is hazardous. And while it might have a nice ring to it, it doest work. Because original as it sounds, it does not add to natural flow or pace of your writing. So avoid clever language at all cost. You'll be far more effective if you write concisely and simply.

Excessive Modifiers

Modifiers are words that add to a noun or a verb. These are adjectives (like the words beautiful, red, excellent) and adverbs (words like very, and words ending in "ly" like rapidly). While some modifiers are necessary, and can even be useful, their excessive use can be distracting. Instead of saying "I work very efficiently" say "I work efficiently." The "very" slows the pace. Rather telling the reader that your work is exceptionally beautiful, choose one of those adjectives. Your work is exceptional or your work is beautiful.

Forms of the Verb "To Be"

Active language gets your point across in a more interesting manner. Constantly reverting to forms of the "be" verb was, is, are, etc. bogs the prose down. Solid verbs create dynamism and allow the reader to feel interested. Saying "Our business is a leader in innovation" does not have the same forward motion as writing "Our business leads the field in innovation." While eliminating "be" verbs is not always possible, you can improve your writing simply by going through and substituting more active verbs where possible.

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Vlad Ehrsam is the chief writer for, and editor of Full Info on Business, visit there today for the latest Business advice, and their free newsletter is well worth signing up for too.
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