If you’re about to ask a copywriter to do a ‘quick refresh’, or ‘copy edit’, or ‘take it up a level’, there is almost always just a single thing I would do. And it’s so easy, you may as well do it yourself and spend the money on something more interesting:
Make. Your. Sentences. Shorter.
I get it. You went through school being taught that clauses = clever. Pad it out, make it longer. Fill it with adjectives and detail. Bring to life with colour and flair.
If doing this means making your sentences longer, don’t bother. Because that one rich sentence that goes on for a lifetime means nobody will read a word.
That’s it. There’s no long blog post or deep analysis. Make your sentences very short. Ok bye.
