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Short and sweet

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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