Copy
The Word by Sonder and Tell. Writing Worth Reading
The Opinion Header

You can fill our plates with waffles any day of the week. But it's less than sweet when waffle gets in the way of good copy. Think: a sprinkle-too-many of details, lumpy ideas not incorporated and a bottom soggy with dense sentences.  

Want to write better? Here's a recipe not to follow. 

  1. Undermixed batter – The base of waffle is confused thinking. Whisk up all your ideas, but not too well. Lumpy and complicated is the ideal texture. 
  2. Soggy bottoms – To make sure those ideas stay half-cooked, add as many words as possible. The less variety the better. No worries if they don't add extra meaning. 
  3. Under-ripe fruit – Flip out the pan and top with jargon or formal language. The more 'professional', the more unpalatable.
  4. Sickly sweet syrup – Get caught up in the details. Drizzle in as much description as you want so your writing looks messy and reads heavy. 
  5. Plate without care – Stack sentences exclusively of same length and sprinkle with punctuation to taste. Then add more. 

Most writers aren’t strangers to waffling – our first drafts are witnesses of it. But if waffles aren't your thing, we recommend getting strong editors. Or being one yourself. So the next time you think you’ve overwritten, get your editor hat on and turn back to the basics. Because overindulging is a recipe for disaster.
 

NEED HELP BEING CONCISE?
The Advice Header
“You want to write a sentence as clean as a bone. That is the goal.”

― James Baldwin
The Advice Header
The Interview Header
For Vikki Ross, the craft of copywriting starts with a capital C. She’s known among copywriters for generously sharing her know-hows and copy musings (her Twitter is where it’s at) and she’s done workshops for the Sonder & Tell team too. Here, she tells us the big steer-clears in copywriting, why she created the #copywritersunite community and what she thinks makes a brand impressive.
READ THE INTERVIEW
The Brand Header
In an article published in The Copy Book, David Abbott advised copywriters to "think visually", adding: "Sometimes the best copy is no copy." Apple didn’t quite ditch the copy, but it built its identity by taking a light-touch approach. Its MacBook ad, ‘Light. Years Ahead’ works because those three simple words feel snappy, while clever punctuation layers on the meaning. It’s testament to those old adages: simple needn’t mean boring and less is indeed more.
READ ABOUT THE APPLE VOICE
Caught whiff of some waffle? Pull out a sentence or paragraph and rewrite it so that it reads as simply and as clearly as possible. What’s the before and after?

Hit reply to submit your prompt
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We're now all set up on Bookshop.org so you can see what the team is reading and a few of our favourite brand and copywriting books. When you buy from Bookshop.org you're supporting independent bookstores. And we're donating the 10% affiliate cut from our store to BookTrust, the UK's largest children's reading charity. 

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