Remove This Word AND Watch Your Conversions Increase

If you’re struggling to make your marketing stand out, the problem may not be what you’re saying. It might be how much you’re trying to say at once.

For example: “My copy can help you sound like a professional, increase your conversions, save you time, and make you money!”

…So which one is it?

Why the Word “And” Weakens Your Copy

“And” is like the golden retriever of the word world.

It’s friends with everybody! 

While it can be tempting to pepper your writing with the word “and,” don’t.

Each time you use “and,” it waters down whatever came before.

How Removing “And” Strengthens Your Copy

Consider the following examples.

Which would you say is stronger? Which paints a clearer picture in your mind?

Before:

• “We design eclectic living rooms, dining rooms, kitchens, bedrooms, and bathrooms.”

After:

• “We design eclectic living rooms.”

Before:

• “I help artists, travel advisors, and photographers clean up their finances.”

After:

• “I help artists clean up their finances.”

Before:

• “This course will teach you to save time with AI, make money with custom GPTs, and simplify your business systems.”

After:

• “This course will teach you to save time with AI.”

Don’t Be Scared of Being Too Specific

We know the fear is to pigeonhole yourself into just one service, one audience, or one benefit.

Two details to remember:

1. The more you can “pigeonhole yourself,” the clearer your messaging will be.
2. You don’t have to convey everything about your business in one sentence.

For example, when writing an H1 for a landing page, we try to focus on the main point we’re trying to make.

We can always speak to other benefits, pain points, or messaging angles farther down the page.

But when we’re simply trying to grab someone’s attention — and intrigue them enough to keep reading — all it takes is one quick, catchy idea.

Copywriter Harry Dry (and philosopher David Kaplan, from whom he adopted this idea) agree:

Clarity Converts!

“Do one thing well.”

Think about that the next time you write.

Learn More About Brand Messaging

We’re ALL about brand messaging here at Quotable Copy…

• Learn why you need clear brand messaging as a creative entrepreneur
• Discover the simple brand messaging strategy every business needs
• Grab our free magazine to create a brand voice you (and your audience) love

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