Are You Crowding Your Copy with Filler?

If you’ve ever found yourself habitually using words or phrases (think “like’“ and “you know” or this”) when you speak, you’ve probably given some thought as to WHY. Maybe you’ve even tried to curtail your use, only to see them creep back into your lexicon like a verbal tic. In copywriting, it’s easy to avoid using those words by just cutting them out. But what we rarely realize is we infuse our writing with its own versions of “like” and it’s called filler.

While filler words serve a purpose in conversation, by giving your brain time to figure out what it wants to say, in copywriting, they can be detrimental to the clarity and effectiveness of your content. In this blog post, we'll explore the impact of filler words on your copy and discuss strategies to avoid crowding your writing with unnecessary qualifiers.

Understanding Filler Words

While it's important to strike a balance between setting the scene and avoiding overuse of fillers, the key is to prioritize clarity and impact in our writing. Consider the difference between these two sentences: "Our beachfront resort is really beautiful, with amazing views of the ocean," versus "Immerse yourself in the breathtaking beauty of our beachfront resort, where panoramic ocean views captivate your senses."

The second sentence evokes a stronger emotional response and paints a vivid picture without relying on filler words. By selecting powerful descriptive language and engaging the senses strategically, we can create copy that resonates with our audience and leaves a lasting impression. Remember, it's not about completely eliminating fillers, but about using them purposefully and sparingly to enhance the overall effectiveness of our message.

The Importance of Concise Copywriting

Time and space are precious resources in copywriting. Depending on the medium, you may have only a few seconds for a TV promo or a single sentence for a compelling call-to-action (CTA). Wasting valuable time and space on words that don't contribute to the intended goal can lead to missed opportunities and loss of audience engagement.

In a TV promo, every second counts. Advertisers must capture the attention of viewers and deliver a compelling message within short timeframes, often :30 or :15. Imagine a car commercial that begins with a narrator saying, "Our brand-new, amazing, state-of-the-art vehicle is incredibly fast, remarkably safe, and exceptionally stylish." While the intention may be to highlight the car's features, the excessive use of adjectives slows down and dilutes the message. Instead, imagine if they stated, "Experience speed, safety, and style like never before." The revised version conveys the same information but in a more concise manner, capturing the viewer's attention, leaving a lasting impression, and allowing more time to talk about the car’s unique selling points.

Another scenario where condensed copy is vital is in creating compelling call-to-action (CTA) statements. Whether it's a website button, an email sign-off, or a social media post, the goal of a CTA is to prompt immediate action. A website that wants visitors to sign up for a newsletter (all of us) may have a generic CTA like "Subscribe Now". However, a more provocative approach might be "Unlock Exclusive Deals" or "Join Our VIP Community." These phrases not only convey the benefit of subscribing but also create a sense of urgency and enticement, prompting visitors to take action.

In both of these examples, the key takeaway is that brevity and impact go hand in hand. By being mindful of the limited time and space you have in different mediums, you can write copy that cuts through the noise and more effectively communicates your message.

Identifying and Eliminating Filler Words

When using qualifiers in copywriting, the adage "less is more" holds true. Take the example of a restaurant review (#sorrynotsorry, I love food writing). Imagine a food blogger describing a dish as "very delicious, extremely flavorful, and really satisfying." While the intention may be to emphasize the dish's positive attributes, the excessive use of qualifiers weakens the potency of the description. What’s the difference between very delicious and delicious? A less fill-heavy statement might be "Indulge in a mouthwatering and satisfying culinary masterpiece." By carefully selecting more evocative adjectives (mouthwatering) and eliminating unnecessary qualifiers (very, extremely, really), the review delivers a stronger description.

The two sentences above are also great examples of why not to exclude filler words completely. You may look at the two sentences and think: Did the food write the second sentence? Reducing filler words helps clarity, but it can also make copy feel sanitized and inauthentic. We shouldn’t take the restaurant’s word for how good the food is, right? While the first sentence didn’t tell readers much about the food, the second didn’t either. Remember when you’re cutting back on words to prioritize clarity, but also choose what makes sense for your specific brand voice.

Another area to consider cutting down filler words is in product descriptions. For instance, a fitness brand promoting new running shoes may describe the shoes as "amazingly comfortable, incredibly lightweight, and fantastically durable." A more effective approach might highlight their key features instead. Something like: "Experience unparalleled comfort, lightweight performance, and exceptional durability in our latest running shoes." By removing the excessive qualifiers, the revised copy becomes more focused, emphasizing the unique selling points of the product.

The key is to strike a balance between providing enough descriptive language to engage readers and avoiding the unnecessary clutter that dilutes our message. By selecting strong, evocative words and using qualifiers sparingly, we can create copy that captures attention, sparks interest, and ultimately drives action.

Strategies for Effective Copywriting

To minimize the use of filler words and improve the clarity of your copy, consider the following strategies:

Embrace strong verbs and nouns: Instead of relying on qualifiers, choose vivid verbs and descriptive nouns that convey meaning on their own (think devour vs. eat). This approach not only eliminates the need for excessive qualifiers but also makes your writing more engaging.
Select sensory details selectively: While it's important to create a vivid experience for your readers, be mindful of overusing sensory details. Use them strategically to paint a picture and evoke emotions, but avoid saturating your copy with unnecessary adjectives that don't add value to your message.
Edit ruthlessly: Editing is a crucial part of the writing process. Once you've written your copy, go back and review it with a critical eye. Look for any filler words or qualifiers that can be removed without sacrificing clarity. Cut the fluff and refine your sentences.

Editing and Refining Your Copy

To ensure the effectiveness of your copy, consider the following tips during the editing process:

Read aloud: Reading your copy aloud can help you identify awkward phrasing or unnecessary qualifiers that may have slipped through during the writing process. Listen to how your words flow and make adjustments where needed.
Seek feedback: Don't be afraid to share your copy with others and ask for their input. Fresh perspectives can help you identify areas where filler words may still be present or where further clarity is needed.

Finding the right balance between your authentic voice and professional presentation is key. Embrace your unique style, but when it comes to your website and other important documents, take the time to proofread and edit. Investing in your writing skills doesn't mean being a robotic thesaurus user. Create content that reflects your true self while grabbing the attention of potential clients who appreciate your effort.