4 tips to spruce up marketing and PR copy

To improve your writing, you should delete fluff, avoid repetition, use enticing language and read your work aloud.


Effective writing is vital to your company’s PR and marketing efforts.

Whether it’s compelling website copy, informative blog posts, engaging social media updates or enticing email newsletters, sharp writing can get your message across and elevate the perception of your business.

Here are four tips to brighten and tighten your writing:

1. Delete extra words.

Removing extra words from your copy increases readability and improves the odds of its resonating with your audience.

Look for throwaway words like “that” and “really,” and think of ways to streamline your message. Tight, concise writing is the key to effective communication.

2. Watch for word repetition.

In your copy, do you see the same words used repeatedly?

Although slipping in certain words or phrases a few times can boost SEO, redundancy puts off readers. Use synonyms instead of the same word in rapid succession. If you struggle with verbal variety, thesaurus.com is your friend.

3. Avoid lazy language.

Think of Professor Keating from “Dead Poets Society for this one:

“So avoid using the word very, because it’s lazy. A man is not very tired; he is exhausted. Don’t use very sad, use morose. Language was invented for one reason, boys—to woo women—and, in that endeavor, laziness will not do.”

As you read your work, are you using enticing language? You might not be wooing women, but you are wooing current and potential customers.

4. Read it out loud.

This step will enhance the above writing tips. Reading your work aloud will help you catch typos, assess flow and cadence, identify redundant language and eliminate fluff.

Whether you’re writing a media pitch or updating your blog, you want to project professionalism. Clear, concise writing speaks volumes.

Emily Sidley is senior director of publicity for Three Girls Media. A version of this post originally appeared on the Three Girls Media blog.

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