15 Words to Avoid to Get Your Reader’s Attention

As a marketer who started as a copywriter (I wrote the back cover copy for Penguin Books, a ton of fun and yes, you have to read the whole book), I always appreciate insightful writing tips. So I was pleased to get today’s email on words to leave out from The Golden Thread, a free weekly e-news on writing and direct marketing published by American Writers & Artists.

Today’s issue lists 15 words to leave out of your marketing copy, assuming you want your readers to stay the course. The list follows, but even more important is the concept — put yourself in your reader’s head when reviewing copy. Even better, have a colleague read the copy to copy edit, and to provide feedback on sense (from the reader’s point of view).

15 Words to Avoid
* AVOID THESE — USE THESE

  1. * omit — leave out
  2. * commence — begin
  3. * utilize — use
  4. * receive — get
  5. * fortunate — lucky
  6. * error — mistake
  7. * shall — will
  8. * however — but
  9. * we would like to — we want
  10. * incur no risk — risk-free
  11. * circular — round
  12. * purchase — buy, OWN (even better)
  13. * requested — asked for
  14. * perhaps — maybe
  15. * humorous — funny

More on writing nonprofit marketing copy that works here.

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Nancy Schwartz on November 21, 2006 in Branding and Messages, Copywriting, Nonprofit Communications | 0 comments
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