This link has been bookmarked by 18 people . It was first bookmarked on 22 May 2008, by Kim Woodbridge.
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19 Jul 11
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08 Jun 11
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To get started, just delete the word very. While you’re at it, get rid of cowardly qualifiers like “it seems” or “just might be” or “could be considered.” Wimpiness is for first drafts. If it helps you to visualize Hans and Franz at this point, feel free.
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strip out as many adjectives and adverbs as you can. You don’t have to take them all out, but these modifiers are more powerful when they’re used sparingly
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Once you’ve cleared away meaningless words, wimpy qualifiers and excess adjectives and adverbs, look for redundant expressions like “winter
months” or “four-year-oldchild.”
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09 Jul 10
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I don’t necessarily recommend short copy. The best copywriters know that long copy sells.
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Look for junk words
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Before: The gleaming red motorcycle’s engine roared loudly as the bike raced down the street and turned the corner amazingly quickly.
After: The Ducati snarled around the corner.
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Eliminate redundancy
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“winter
months” or “four-year-oldchild.” -
The art of the spin-off
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What not to cut
No matter how lean your writing, do anything you can to keep specific examples, vivid details and powerful stories.
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08 Jun 10
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31 May 10
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01 Oct 09
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09 Jun 08
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04 Jun 08
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28 May 08
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26 May 08
Adriana Lukasgood advice even if about PR! can be applied to any writing
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22 May 08
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Kim WoodbridgeI don’t necessarily recommend short copy. The best copywriters know that long copy sells. You need to give yourself enough room to actually make a convincing argument–the elevator pitch is all good and well, but the only thing it can ever do is to spark enough curiosity to continue the conversation.
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