Writing – or at least writing copy – is not glamorous.
Good writers are packagers. They work really hard to produce an effective, clean piece.
However, simplicity comes naturally to very few. Good writers are either born that way (hardly any) or learn how to get that way (most).
The good news is that clean writing is a skill that can be learned.
Bottom line: the best way to write clean copy is to keep it simple.
If you write complicated or glutted copy, then you either haven’t thought about what you really want to say (go back and figure it out) or you’re trying to impress someone rather than communicate with him (not good because you’re not doing your job).
Less can be more. See how simple good writing can be?
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