November 30, 2023

The One and Only Shortcut That Makes Up For Being a Lousy Content & Copywriter

Photo Credit: Lumatic via Compfight cc

Do you realize that the headline of this blog post is a contradiction?

It is.

It’s a contradiction because if you actually obey the “short cut” that you’re about to receive you WON’T be a lousy writer (of any kind).


Here Is The Shortcut

Ditch the jargon, and just be clear.

You don’t need to be persuasive if you can communicate clearly.

Here’s an example of an unclear, full of jargon, makes-no-sense tagline:

“Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle”


You didn’t understand what that meant just like I didn’t understand what it meant.

The point being: avoid fancy, woo-woo language; avoid complicated business-like language; avoid over the top hype-filled, cliche-ridden language.


Just Be Clear

And that’s not limited to a tag line. It goes for every form of communication you have in your marketing: emails, blog posts, videos, podcasts, ebooks, sales letters, etc, etc.

The best way to re-phrase all of the marketing speak is to imagine you’re explaining your product to a close friend. If there’s a sentence worded in a way that you wouldn’t use in a conversation with a friend, re-word it.

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About Eric Walker

Eric is an 80/20 Marketing staff member and marketing collaborator. He spends his days writing content and copy for a marketing purpose. Eric is an optimist. He believes in a bright future and our ability to build it together. If you have a question, and/or would like to communicate with Eric directly, email


  1. excellent advice. very succinct. love it!

  2. Thanks Eric,
    will bear in mind of what you have advised.

  3. Eric, what you have stated is really a short cut and precise for me. Clarity is purity and true intention. Straight to the point is transparency and it is attributed as a noble. Eric, I really thank you abundantly for this powerful marketing tip.

  4. Eric, wonderful advice. It’s so much easier to read and understand when the author is clear. Great copy-writing tip!

  5. Eric, well said. Couldn’t agree more. I’m no pro, but focusing on clarity has improved my blogging and copywriting by leaps and bounds.

  6. Great, crystal clear message, Eric. I am working on this for my headlines and taglines as well.

  7. Eric, very good advice,

    I try to communicate as clearly as possible

    but sometimes use stories as well. which are effective btw.


  1. […] The One and Only Shortcut That Makes Up For Being a Lousy Content & Copywriter […]

  2. […] The One and Only Shortcut That Makes Up For Being a Lousy Content & Copywriter April 12, 2013 By Eric Walker 5 Comments […]

  3. […] I’m going to use our Daily Marketing Coach program as an example for this post. We have affiliates that will benefit from this information. But what I’m about to show you as it applies to your own make money interests as that relates to marketing, it’s universal. Not only that, but I think this is as good a place to start being effective with your marketing as any. Unless you want the (not so common) common sense short cut here. […]

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