We need to talk about Will…

Comments Off on We need to talk about Will…

Let me share this little tip that I was lucky enough to receive from a friend… ­

You can remove ‘Will’ from virtually all marketing and it’s suddenly snappier, more assertive and more present. Let me show you…

 

“RCS Affiliate membership will support you throughout your training.”

Change to

“RCS Affiliate membership supports you throughout your training.”

 

Our new chocolate bar will delight the tastebuds and will fill you full of amazing anti-oxidants and superfoods!

Change to

Our new chocolate bar delights the tastebuds and fills you full of amazing anti-oxidants and superfoods!

 

Once you enter our competition you will be in with a chance to WIN an amazing NEW iPad mini.

Change to

Enter our competition and you’ve a chance to WIN an amazing NEW iPad mini.

 

You see the trouble with ‘Will’ is that implies an indeterminate time in the future, he’s just that little bit vague. Once you get rid of him you are subtly leading the reader to believe they have already engaged with you, that this is all happening right now.  So fire away at Will it’s time to get rid of him!

 

Do you have a copywriting conundrum that you need a little help with? If so, send it to me emma@mulberryadvertising.co.uk

Plus if  your copy is selected to be used as an example in our Juicy News copywriting article (and you’re happy for it to be shown) – I will re-write anything up to 500 words for free!

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