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This mistake plagues us all because our normal speech is full of redundancies. Some redundancies are simply two words that say
same thing, while others are phrases that repeat something previously mentioned in sentence. Fluffing up text does not make for good writing or reading. Let’s look at some examples.
“It is a true fact.”
Is there a false fact? Revised: “It is a fact.”
“I found a total of 927 websites with my name on them.”
Eliminate “total of”. Revised: “I found 927 websites with my name on them.”
“The future to come is full of surprises.”
The future is something to come, which is why it is called future and not present or past. Stating “future to come” is wordy and does nothing to enhance reading experience. Revised: “The future is full of surprises.”
To find out more, visit your favorite search engine, and look for results under these terms:
- Pleonasm
- Redundant writing
Mistake Six: You’re its owner therefore it’s yours.
It is amazing how four simple words can become a virtual wrecking ball to prose of so many. The four words are: its, it’s, your, and you’re
Its
This is possessive and has no apostrophe. Example: Put your hand on its mouth.
It’s
This version has apostrophe and means “it is.” Example: It’s mine.
Your
Again, this is possessive and has no apostrophe. Example: Your car is stalled.
You’re
With apostrophe, it means “you are.” Example: You’re smiling at me.
Many writers make this mistake because it’s simple to do. Writing fast will increase possibility of making this mistake, which is why rereading your copy many times is crucial.
Mistake Seven: I think I can. Well, maybe I can try.
It is important that reader feels secure about author, which is why writing in a passive voice will render prose helpless. It is very easy to use passive writing without knowing it because everyday speech is filled with passivity. Recognizing passive writing and replacing it will make a tremendous difference in your copy.
Passive: The final exam was failed by over half of students.
Active: Half of students failed exam.
Notice difference between two sentences. Overcoming this mistake takes practice—as does learning to write well.
Ad copy should be dripping in confidence. Word selection and order are extremely important. Using words like “try” should be omitted when possible.
Common Example: “We work to make our clients happy.”
Rewrite: “We have satisfied clients.” or “We will make you happy.”
In “Common Example”, it implies that you might not be happy. The company will “work” to make you happy, but there is no guarantee they can. In rewrite, implication is removed by altering text.
Crafting solid prose takes practice. By running this checklist against your copy and correcting mistakes, it will become more effective. Every printed word is priceless. A single word or sentence can cause decent copy to fail. Should you require a copywriter, visit my website.
©2005 Jason Andrew Martin LLC All links must be included to use this article on your website.
Jason A. Martin, a copywriter and entrepreneur, has been conducting business on the Internet for 11 years. His Internet business website: Internet Business Entrepreneur.
Official web site, which contains articles you can use for your web site: Jason A Martin
