5 writing tips from Bob Bly

Bob Bly is a well-known copywriter who has written a number of best-selling books. He also sends his email newsletter with Constant Contact.

I'm on Bob's list. Today he sent out some great writing advice that I passed on to a bunch of people here at Constant Contact. I asked Bob if I could share it with you too and he said yes. Thanks, Bob! Here's the copy from his email...

Dear Direct Response Letter Subscriber:

Here are a few quick writing tips that can make your copy leaner, less stuffy, and more concise:

1-Get rid of "that."
Nine times out of ten, the word "that" can be profitably
eliminated from your sentence.

Original: "Here are the key metrics that web analysts measure."
Better: "Here are the key metrics web analysts measure."

2-Do not invoke the future tense unless it is needed.

Original: "Optimizing your web site will increase traffic."
Better: "Optimizing your web site increases traffic."

3-Do not capitalize words to emphasize their importance.

Original: "It is the policy of the Company to provide up to 10
paid Sick Days."
Better: "It is the policy of the company to provide up to 10
paid sick days."

4-Say what you have to say in the fewest words possible.

Original: "He was driving at an excessive rate of speed."
Better: "He was driving too fast."

5-Avoid dangling modifiers.

Wrong: "As a policyholder, I want you to know that you can
reduce your premiums by 50% this year."
Correct: "As a policyholder, you can reduce your premiums by 50% this year."

Sincerely,
Bob Bly

P.S. For additional guidance on how to write clear, compelling,
conversational copy, take a look at this:
www.writebetterandfaster.com