How To Trim Your Copy And Increase Conversions

Killing your darlings is the quickest way to expose brilliant copy that converts.

That's right, I said it. Kill each and every word that softens your message because the truth is, copy shouldn't be fluffy.

You Should Have Cut Your Copy By 50% Yesterday

"But Megan, I thought flouncy words, expertly crafted to transport the reader to another place & time were the meat and potatoes of conversion copy?"

Lol no, no, no. That category of writing falls under content - and it's great for blogs, emails, or social media posts. BUT, and that's a big ole but, you've still got to make sure the core message of each piece doesn't get lost in a cloud of dialog.

But website copy? Landing pages and ads? Trim the fat so your words say more with less because as much as we'd love for people to pour over every word we use, the average person won't appreciate finely crafted text. 

What they actually do is skim the page as quickly as possible, looking for identifying words to gather as much information as possible with minimal effort. 

In 1997, Jakob Nielsen found that by cutting copy in half, you could improve your site's measured usability of 58%. Today's multi-platform reality is a direct reflection of that fact.

'Short [copy] is too long for mobile. Ultra-short rules the day.'

So there you have it - less really is more and its been that way for over 20 years.

Killing your darlings left and right increases the amount of white space on a page, making it easier for readers to engage with the words you wrote. 

How To Begin Picking Off Your Words

It's the million-dollar question everyone's asking, and the answer is simple: Write first, edit second.

When you sit down to write, allow your brain to dump words all over the page before attempting to edit. Why? Because overlapping the two hinders either action to function at full capacity - and that's where writer's block comes from, people.  

Once you're done with a first draft, go back and read each line while asking yourself, "what do I want my readers to think, feel, or do after reading this?" Anything that doesn't align with your answer gets cut - mercilessly. 

Editing is where the real work begins and a process that separates the pros from the newbies. Just as an artist doesn't rush her creative process, neither should you! You're an artist of words, so give yourself plenty of time to tap into your creative state of mind and edit the shit outta whatever you write.  

Follow these simple steps when writing your creative copy, and you'll be well on your way to increasing conversions across the board. And if the thought of slashing your own words makes you feel a little defensive, hand them over. I'll do your dirty work.

Learning how to properly trim your copy is one of the hardest lessons all writers must learn. But learning to leave Ego at the door and focus on the reader's priorities will make you very successful. Remember, your reader has two questions when they look at your content: "so what?" and "what's in it for me?" Once you're in the editing phase, take a good hard look at how your words are answering those questions and cut anything that doesn't apply. 

Are you rewriting your copy to increase conversions on your website? Email me@unbridledambition.com to chat with the word murderino herself... that's me. 
I'll help you decide which words will die or live another day and even recommend lesser-known copy tricks that'll change the way you write forever.