Copywriters - Cut Out Those Weasel Words!
by: Elaine Berry
How fussy are you about the words you use?
A copywriter needs to be clear and specific. A copywriter needs to communicate. We all know this. Yet how often are we guilty of using words that are NOT clear or specific, and which don’t communicate ANYTHING?
Take the word “quality”. Of all meaningless words, this has to be top of the list. Yet how often do we find it dotted around in ad copy and sales letters – just because the copywriter is too lazy to think of anything else?
In UK there is a popular TV consumer program called Watchdog. Quite often, if a particular company’s products or services are criticized on the program, a senior spokesperson for the program will appear to defend the company. Almost invariably the spokesperson will say something like, “We are proud of the quality of service we offer our customers.”
Just what does this mean exactly?
Does it mean that the customers get a prompt response if they phone in? Does it mean that they get a no-quibble refund or replacement in case of complaint? Does it mean a free stretch limo to return their product to the depot? Or does he mean the products are so good they never cause any problems in the first place?
In fact, it doesn’t really mean anything! It’s just an easy phrase to trot out.
Or what about the word “value”? What do you mean if you describe a product as being “good value”? Do you mean it’s cheap? If so, exactly how do its prices compare with those of the competition? Or do you mean it’s expensive, but less than you would expect to pay for the benefits the product provides? In this case, you need to quantify the benefits, put a price on them and compare it with the actual price.
Which of these do you think is better copy?
1. Our carpets are renowned for their quality and value.
2. Everyone loves our carpets for their durable material, vivid colors and unbeatable prices.
OK, (2) isn’t perfect. But at least it gives the reader some information. The first one means nothing and tells the reader nothing.
Then there’s “expertise” – another empty word. What do you feel when you read a claim by a manufacturer like, “Our expertise is second to none”? Do you feel impressed? Probably not. You are no wiser as to what the manufacturer can actually do!
Suppose you are promoting your services as a copywriter. Do you say, “My expertise guarantees good results”? What does this tell your reader?
Or do you say, “I was personally trained by Joe Bloggs, the best copywriter in the business. For ten years I have been writing copy for (x,y,z) companies - copy which has successfully shifted their product and boosted their sales figures.”
Quality – value – expertise. All excellent, of course, in their own way. But they have no place in the copywriter’s vocabulary.
About The Author
Elaine Berry is the owner of Bizwrite, the only one-stop-shop for writing services. Bizwrite provides copywriting, ghostwriting, article writing and proofreading services, and also provides help and tuition in all aspects of writing. Visit
http://www.bizwrite.co.uk for a FREE e-course on copywriting.
