A little rule. 100% of people will read 10 words; 10% of people will read 100 words.
Not true of course, but a good guide to the penalty exacted by long copy.
So, a few tips on cutting copy. Not the full treatise, which will follow, but ways to lose a word or two without losing anything else.
In order to. What’s wrong with ‘to’?
We are doing this in order to achieve that. We are doing this to achieve that.
Same as. Same as is the same as ‘like’, sometimes.
Our products are the same as our competitors’ but cost less. Our products are like our competitors’ but cost less.
As well as. A phrase that can often be swapped for ‘too’ or ‘both’.
We supply red lorries as well as yellow lorries. We supply both red lorries and yellow lorries. We supply both red and yellow lorries. We supply red lorries, and yellow lorries too.
The apostrophe. It can save a vital letter or two.
They will be available in the New Year. They’ll be available in the New Year.
We will get right back to you. We’ll get right back to you.
Don’t state the obvious.
We’ll get right back to you. We’ll get right back.
Adjectives – don’t make lists (it smells like overselling).
This stunning, exciting, innovative new service. This exciting new service.
Articles. Definite and possessive articles are often understood in their absence.
The research shows. Research shows.
Our customers are clamouring for more. Customers are clamouring for more.
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There are many more ways of cutting copy, including radical rewrites. But little wins, like these, can make a big difference. Read on, if you wish.
From a Transport for London web page:
Cycle revolution
Cycle journeys in London have more than doubled in the past decade, with a nine per cent increase in cycle journeys on the city’s major roads in the past year alone.
The new facilities will provide for growing cyclist demand and also help to promote cycling as an easy and convenient way to get around the Capital.
Kulveer Ranger, the Mayor’s transport adviser, said: “If we are to deliver a cycle revolution in the Capital we must ensure Londoners can park their bikes where and when they want to.
‘The availability of cycle parking plays a major role in helping people decide whether it is convenient to take to two wheels or not.
113 words, 628 characters
or:
Cycle revolution
London cycle journeys have more than doubled in a decade, with a 9% rise on major roads in the last year.
New facilities will meet growing demand and help promote cycling as an easy and convenient way to get around.
Kulveer Ranger, the Mayor’s transport adviser, said: ‘If we are to deliver a cycle revolution Londoners must be able to park bikes where and when they want.
Cycle parking plays a major role when people decide whether to take to two wheels.
82 words, 452 characters
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