How to unclutter your copy

How to unclutter your copywritingWriting copy might sound easy, but it’s a lot harder than you would think.

I’m sure, at some point, rather than using a copywriter you’ve sat down to write a piece of marketing copy for your business.

Distancing yourself from your business to write something that’s focused on your reader isn’t easy.

How to you make sure it flows?

How do you keep it clear and uncluttered?

7 Ways to keep you copywriting uncluttered

These 7 tips (for copywriters and non-copywriters) will help your writing flow and keep it crystal clear.

1. Focus

Don’t try to complicate your copy by addressing more than one idea. Keep your writing focused on one main aspect to keep it clean and uncluttered.

2. Clarity

It’s very tempting to start using great long words in an attempt to make yourself look highly educated.


The best copy uses simple, plain language that is accessible to everyone.

3. Plan

Always work out what you want to say before you start writing.

Your writing should follow a structure with a beginning, middle and end – just like you were taught at school.

By creating a plan, your writing will flow and follow a logical structure.

4. Layout

The layout can be as important as the content. Use it to clarify meaning by using headings and sub headings to signpost information. Bulleted lists and bold type can be used to highlight key points and benefits.

5. Be familiar

If you are writing about something complex, try to link it to something in everyday life that your reader will understand – using similes in this way can help make complex ideas simple.

6. Don’t be clever

It’s very tempting to add in a pun or two, but remember not everyone is going to find it funny. As a rule, it’s best to keep humour out of your copywriting.

7. Start with the most important

The most important part of your copy are the benefits, so make sure you get them in first in your heading and first paragraph. The rest of your copy should back them up with features and a strong call to action.


By following these simple ideas your copy will flow and get your message across clearly. Give it a try and then come back and tell us how you got on.


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