Is Your Copywriting Repetitively Redundant?

It’s one of my biggest pet peeves because it makes copy sound extremely sloppy.  Writing repetitively turns what could be outstanding copy into boring garble. For instance, which do you find more engaging?

We’ll gladly offer you a special offering of 20% off today only.

You’ll receive a special discount of 20% off your purchases today only.

I see this all across the Web, in copy on websites and in articles.  It’s really a matter of paying attention.  There are numerous thesauruses available online as well as those built into Word and other programs.  But still, text like this runs rampant:

Kids will enjoy their own kid-size meal for only $2.99.

It’s easily fixed by substituting another word for “kids.”  You might choose children, little ones, tikes, tots, youngsters, boys & girls…. the list goes on.

But the use of repetition in copywriting doesn’t stop there.  Another common place of redundancy is found with headlines and opening sentences.  Here’s an example:

Waterfront Real Estate in Omaha Bay is Gorgeous

Waterfront real estate listings in Omaha Bay are surrounded by gorgeous scenery. Blah, blah, blah.

You read the headline then you read the opening sentence that – pretty much – repeats what the headline just said.  Your site visitors don’t need to see the same information twice.  It comes across much more professionally as:

Waterfront Real Estate in Omaha Bay is Gorgeous

If the sound of gently lapping waves on the shore and brilliantly colored sunsets are your idea of perfection, the beauty of Omaha Bay is calling out to you.

Before you publish a piece of copy or an article, let it sit for 24 hours.  Then, go back and carefully re-read the piece specifically looking for repetition.  Correct those areas that bring redundancy to your content and your copy will sound 100% more professional.

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