• Paula

This morning, I started writing a blog post about the day my laptop died.

It was about the fact that I was reintroduced to the idea of putting pen to paper, which I’d forgotten about, even though it’s what I always tell my clients to do when they get stuck.

Plus it included a big thank you to the magician at Laptop A&E who brought it back to life.

Bored yet? I was.

That’s why you’re not reading that snoozefest of a blog post right now. And you never will, either. (You’re welcome.)

When I worked as a writer on a women’s magazine, this was the kind of story that we called an ‘it almost happened to me’.

Because nothing actually happens and you don’t care about reading it.

So what if I couldn’t log into my laptop for two days?

Where’s the drama, the sparkle, the fireworks and the jazz hands that take a bit of copy from tedious to titillating?

So I’ve ditched the preachy piece and started from scratch.

Sure, I’ll never get the time back that I spent typing out the terrible tome.

That’s OK. Let’s call it part of the creative process.

Because sometimes you’ve gotta kiss some frogs.

Don’t be afraid to make mistakes and write something that’s truly awful in order to get the words flowing.

Then once you get all of that beige copy out of your system, ditch it and start again.

This time, you might just find where your sparkle is hiding. And once it comes out, your jazz hands will have room to dance, too.

And copy that dances is always more fun, right?

I help small businesses learn to write better copy. Sign up in June 2018 to get writing coaching for £125.

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  • Paula

Updated: Jun 4, 2018

Writing waffle-free copy

Some of my clients say they struggle with writing punchy copy. I'll admit, it's a tricky task.

Why brief is best

When you’ve only got a moment to grab a customer’s attention, you want tight copy that works hard to get your message across. This takes a lot of work to get right, even if it's only one sentence.

In fact, it's harder to write one amazing sentence than it is to bash out a decent paragraph.

But if that sentence reads well, it can be a beautiful thing.

Too many words

Let’s use my bio as an example.

What do I do for a living? A bit of journalism, some copywriting and writing coaching - oh, and I've got a book coming out, too. I guess all of that means that I help you tell your story. Whether it's a bio for your website, a series of blog posts or a feature in a national newspaper, it's all storytelling. After all, the right words can make a good story really sparkle.

Phew. That was pretty wordy. I wouldn’t be surprised if you got bored halfway through and skipped ahead to this paragraph.

The trouble is, once you’ve thrown everything at the page, you can find yourself a bit stuck. So how do you get the best out of your words?

Edit, edit and edit some more.

First, take a break and get a cup of tea or go for a walk to clear your head.

Then, come back with fresh eyes to edit and re-edit.

And edit again. Pare it all back to the very heart of what you're trying to say.

The end result

Ask again. What do I do?

I make your story sparkle.

So tell me - without any waffle - what do you do?

I help small businesses learn to write better copy and I'm offering a discount for everyone who signs up in June 2018.

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