How to cut copy that’s too long
Everything’s in there, which is the problem. Long copy isn’t the issue. Copy that makes the reader dig for the point is.
You’ll recognise it
- Your best point is in the fourth paragraph
- Two sentences say the same thing in different words
- The client asked for a short intro and you sent 400 words
Why it happens
Writers add things to be safe. Readers leave when they can’t find the point. Decide on the one thing, put it first, and make everything else earn its place.
Three tactics, in order
Each one comes from the ProCopywriters tactics library. Do them in order: each step gives the next one something to work with.
Singular focus
Tactic · about 3 min · Read the tactic ↗Finish this in one sentence: “If they remember one thing, it’s…” Everything else is supporting cast.
Trying to sayFast, cheap, friendly, local, experienced, flexible
One thingWe’ll be there within the hour.
Unbury the lede
Tactic · about 5 min · Read the tactic ↗Find the sentence that answers “so what?” and move it to the very top.
Paragraph four…which means most repairs are done the same day.
Line oneMost repairs done the same day.
Read aloud
Tactic · about 5 min · Read the tactic ↗Read it aloud. Cut every sentence you rush through or that makes you take a breath mid-way.
BeforeIn today’s fast-paced world, it’s more important than ever to…
After(Cut. The next sentence starts better.)
Try it on your own copy
Three steps, one tactic each. Write as much as you like. Everything stays in this browser until you choose to save it.
Keep it here while you work. You’ll see it next to every step.
Step 1. Singular focus
Tactic ↗Finish this in one sentence: “If they remember one thing, it’s…” Everything else is supporting cast.
See an example
Fast, cheap, friendly, local, experienced, flexible
We’ll be there within the hour.
Step 2. Unbury the lede
Tactic ↗Find the sentence that answers “so what?” and move it to the very top.
See an example
…which means most repairs are done the same day.
Most repairs done the same day.
Step 3. Read aloud
Tactic ↗Read it aloud. Cut every sentence you rush through or that makes you take a breath mid-way.
See an example
In today’s fast-paced world, it’s more important than ever to…
(Cut. The next sentence starts better.)
Pick your best
Read everything back once. Choose the line that does the job best, then tidy it.
Something else wrong?
Every fix works the same way: the problem, why it happens, three tactics and space to try them.
Good to know
Is long copy always bad?
No. Long copy works when every line earns the next. This is about cutting the lines that don’t.
How short is short enough?
Short enough that the point arrives before the reader’s attention leaves.
Do I need an account?
No. Your work stays in this browser. Sign in with ProCopywriters to keep it as a board in Ideas, or to work through a whole brief.
Where do the tactics come from?
A library of 87 named techniques collected by ProCopywriters, the UK’s professional body for copywriters. You can browse them all for free.
Fixes get you unstuck. Ideas is where the work happens.
Keep every attempt on a board, work through a whole brief step by step, and pull in any of the tactics when you need them. Included with ProCopywriters Pro.