What are plague words?
They bloat text, waste time, confuse the reader and don’t earn their keep. Examples include “at about”, or “ask the question”. You may well be asking yourself why are these examples considered plague words.
Concise copywriting is an art form.
The examples above should be more simply written as follows:
♣ At about = at
♣ Ask the question = ask
Also consider this example
Our riding helmets are lighter and stronger due to our use of titanium.
We use titanium to make a lighter, stronger riding helmet.
The following is the beginning of a list of some common plague phrases. Make a note and avoid using them in your copywriting.
a majority of most
a number of many
accounted for by the fact that because
are in receipt of received
are of the same opinion agree
as a consequence of because
arrived at the conclusion concluded
at this point in time now
beyond a shadow of a doubt definitely
despite the fact that although
each and every use one or the other
it is often the case that often
in my opinion I think
in some instances sometimes
This and all previous copywriting tips apply regardless of where your copy appears, be it on-line or in print. Remember, the image of you and your business is reflected in everything you do so ensure your copywriting is sharp, correct and engaging.
Stay tuned for another edition of Avoiding Plague Words next week.