0
Write
Tight
(er)

A Time-Saving, Pain-Free
Technique for Selling
Yourself, Your Company,
or Your Products through
Your Wor...
Quick,	

which ad would you call	

concise?

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
What does conciseness mean (and not mean)?

HowToWriteEverything.com @MarciaRJohnston
What does conciseness mean (and not mean)?
How much difference can conciseness make?

HowToWriteEverything.com @MarciaRJoh...
What does conciseness mean (and not mean)?
How much difference can conciseness make?
In what ways does conciseness help me...
What does conciseness mean (and not mean)?
How much difference can conciseness make?
In what ways does conciseness help me...
What does conciseness mean (and not mean)?
How much difference can conciseness make?
In what ways does conciseness help me...
What does conciseness mean (and not mean)?
How much difference can conciseness make?
In what ways does conciseness help me...
What does conciseness mean (and not mean)?
How much difference can conciseness make?
In what ways does conciseness help me...
#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
No 	

headline?

#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
No	

bullets?

No 	

headline?

#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
No	

bullets?

No	

verbiage?

No 	

headline?

#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
No	

bullets?

No	

verbiage?

No 	

headline?
How	

concise!

#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
No	

bullets?

No	

verbiage?

No 	

headline?
How	

concise!

#ICCSJ2014
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
Words Words

Word
Words

Words

Words

Words

Words

Words Words
Words

Words

Words

Words

Words

Words

Words

Words

W...
What does conciseness
mean (and not mean)?

HowToWriteEverything.com @MarciaRJohnston
What does conciseness
mean (and not mean)?
Minimalism

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not short.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not short.
“Cut me a short string.”

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not short.
“Cut me a short string.” Huh?

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not short.
“Cut me a short string.” Huh?

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not short.
“Cut me a short string.” Huh?

Make text (like string)
as long as needed.

HowToWriteE...
Concise means “minimal.”

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not robospeak.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not robospeak.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not robospeak.
Push button.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not robospeak.
Push button.
Push the button.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not robospeak.
Push button.
Push the button.

Keep the the.

HowToWriteEverything.com @MarciaRJoh...
Concise means “minimal.”

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not gutted for mobile.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not gutted for mobile.

HowToWriteEverything.com @MarciaRJohnston
Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”

HowToWriteEverything.com...
Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”

They will.

HowToWriteEv...
Concise means “minimal.”
Not gutted for mobile.
Don’t think,
“Smartphone users
won’t need that.”

They will.

HowToWriteEv...
Example

HowToWriteEverything.com @MarciaRJohnston
Example

HowToWriteEverything.com @MarciaRJohnston
Example

No discussion
board?
HowToWriteEverything.com @MarciaRJohnston
Example

No calendar?
No discussion
board?
HowToWriteEverything.com @MarciaRJohnston
Example
Concise ≠	

Gutted

No calendar?
No discussion
board?
HowToWriteEverything.com @MarciaRJohnston
Minimal.

HowToWriteEverything.com @MarciaRJohnston
Enough to meet your
audiences’ needs

Minimal.

HowToWriteEverything.com @MarciaRJohnston
Enough to meet your
audiences’ needs

Enough to accomplish
your purpose

Minimal.

HowToWriteEverything.com @MarciaRJohnst...
Enough to meet your
audiences’ needs

Enough to accomplish
your purpose

Minimal.

No more

HowToWriteEverything.com @Marc...
Enough to meet your
audiences’ needs

Enough to accomplish
your purpose

Minimal.

No more

No less

HowToWriteEverything....
Write Tight(er):

A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your Company, or Your
Products through Your Wor...
Audience needs:	

“What’s in it for me?”

Write Tight(er):

A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your ...
Audience needs:	

“What’s in it for me?”

Write Tight(er):

A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your ...
Audience needs:	

“What’s in it for me?”

Write Tight(er):

A Time-Saving, Pain-Free
Technique for Selling Yourself,
Your ...
Audience needs:	

“What’s in it for me?”

My purpose:	

Get you here

Write Tight(er):

A Time-Saving, Pain-Free
Technique...
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
How much difference can
conciseness make?

HowToWriteEverything.com @MarciaRJohnston
How much difference can
conciseness make?
“Measured usability was
dramatically higher for the
concise version [of the
webs...
In what ways does
conciseness help me sell?

HowToWriteEverything.com @MarciaRJohnston
In what ways does
conciseness help me sell?
Small screens

HowToWriteEverything.com @MarciaRJohnston
In what ways does
conciseness help me sell?
Small screens
Translation costs

HowToWriteEverything.com @MarciaRJohnston
In what ways does
conciseness help me sell?
Small screens
Translation costs
Readability

HowToWriteEverything.com @MarciaR...
In what ways does
conciseness help me sell?
Small screens
Translation costs
Readability
Think 	

usability, engagement.

H...
“But I don’t write for small screens.”

HowToWriteEverything.com @MarciaRJohnston
“But I don’t write for small screens.”
Maybe your readers
see a big window.

HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.

HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.

“Full site”
view
HowToWriteEverything.com @MarciaRJohnston
... or maybe your readers see this.

“Full site”
view

“Mobile site”
view

HowToWriteEverything.com @MarciaRJohnston
“But I don’t write for small screens.”

HowToWriteEverything.com @MarciaRJohnston
Maybe your readers see this.

HowToWriteEverything.com @MarciaRJohnston
“But I already write concisely.”
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their ti...
“But I already write concisely.”
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their ti...
Your readers want this.

HowToWriteEverything.com @MarciaRJohnston
Especially if you translate.

Philips Sonicare™ toothbrush
HowToWriteEverything.com @MarciaRJohnston
“But my stuff isn’t translated.”

HowToWriteEverything.com @MarciaRJohnston
“But my stuff isn’t translated.”

Get ready!

HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?

HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.

HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.

6 words

HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.

6 words

HowToWriteEverything.com @MarciaRJohnston
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

HowToWriteEverything.com @MarciaRJohn...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words

HowToWriteEverything.com @Ma...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words

HowToWriteEverything.com @Ma...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

HowToWriteEverything....
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

HowToWriteEverything....
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
How much can a word cost?
You may be needing a loan.

6 words

You may need a loan.

5 words
1 word

Translation cost (or ...
HowToWriteEverything.com @MarciaRJohnston
a word? How so?

HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough


HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough

Varies with the language


HowToWriteEverything.com @MarciaRJohnston
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)

HowToWriteEverything...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word

Ho...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word

Fu...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word
“fu...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word
“fu...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word
Ful...
a word? How so?
Close enough

Varies with the language

Depends on the translation memory (database)
unrecognized word
Ful...
Whether or not you translate,

HowToWriteEverything.com @MarciaRJohnston
Whether or not you translate,
whatever size your page or screen,

HowToWriteEverything.com @MarciaRJohnston
Whether or not you translate,
whatever size your page or screen,
you owe it to yourself to ask …

HowToWriteEverything.com...
How can I write	

more concisely?

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

HowToWriteEverything.com @MarciaRJohnston

Time-saving,
pain-free
technique
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
Dump these words!*

Time-saving,
pain-free
technique

*unless you need them

weak be-verbs (is, was, were, will be, have b...
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
Examples

HowToWriteEverything.com @MarciaRJohnston
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
HowToWriteEverything...
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
HowToWriteEverything...
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
HowToWriteEverything...
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
HowToWriteEverything...
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
The fix might not
be self-evident.

HowToWriteEverything.com @MarciaRJohnston
The fix might not
be self-evident.

HowToWriteEverything.com @MarciaRJohnston
The fix might not
be self-evident.
You have to think.

HowToWriteEverything.com @MarciaRJohnston
The fix might not
be self-evident.
You have to think.
(Not too painful.)

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
“A scheme of which every part promises
delight can never be successful.”

—Jane Austen, Pride and Prejudice

HowToWriteEve...
“A scheme of which every part promises
delight can never be successful.”

—Jane Austen, Pride and Prejudice

HowToWriteEve...
Our IT team wants
to be predictive.

HowToWriteEverything.com @MarciaRJohnston
Our IT team wants
to be predictive.

HowToWriteEverything.com @MarciaRJohnston
What does
the team
want to do?

Our IT team wants
to be predictive.

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
“Write when there is
something that you know;
and not before; and not
too damned much after.”	


—Ernest Hemingway

HowToW...
“Write when there is
something that you know;
and not before; and not
too damned much after.”	


—Ernest Hemingway

HowToW...
“ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are thing...
“ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are thing...
“ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are thing...
“ There are known knowns. These are things
we know that we know. There are known
unknowns. That is to say, there are thing...
HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
See be-verbs.

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)

HowToWriteEverything...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other va...
Jane fully expects a big publisher
to snap up her first novel.

HowToWriteEverything.com @MarciaRJohnston
Jane fully expects a big publisher
to snap up her first novel.

HowToWriteEverything.com @MarciaRJohnston
Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.

H...
Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.

H...
Please listen carefully to
the following choices so
that we can immediately
direct your call to the
appropriate person.

H...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Fred likes his toast very dry.

HowToWriteEverything.com @MarciaRJohnston
Fred likes his toast very dry.

HowToWriteEverything.com @MarciaRJohnston
Fred likes his toast very dry.
Fred likes his toast so dry.

HowToWriteEverything.com @MarciaRJohnston
Fred likes his toast very dry.
Fred likes his toast so dry.

HowToWriteEverything.com @MarciaRJohnston
Fred likes his toast very dry.
Fred likes his toast so dry.
Fred likes such dry toast.

HowToWriteEverything.com @MarciaRJ...
Fred likes his toast very dry.
Fred likes his toast so dry.
Fred likes such dry toast.

HowToWriteEverything.com @MarciaRJ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Do not use negative phrasing.

HowToWriteEverything.com @MarciaRJohnston
Do not use negative phrasing.

HowToWriteEverything.com @MarciaRJohnston
The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
HowToWriteEverything.c...
The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
HowToWriteEverything.c...
The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
HowToWriteEverything.c...
The Oregon Ducks have not lost a “Civil War”
game to their archrivals, the Beavers, in seven years.
HowToWriteEverything.c...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Given the fact that Joan had read up on
topic-based writing before her group
installed the content-management system,
ever...
Given the fact that Joan had read up on
topic-based writing before her group
installed the content-management system,
ever...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
It's just that I just say just a lot. I just have
the habit, so it’s just hard to stop saying it.

HowToWriteEverything.co...
It's just that I just say just a lot. I just have
the habit, so it’s just hard to stop saying it.

HowToWriteEverything.co...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Michael Noer handed the six-year-old the
tablet. With no instruction, and never having
seen a computer, the boy began to s...
Michael Noer handed the six-year-old the
tablet. With no instruction, and never having
seen a computer, the boy began to s...
Try to
focus on
breathing.

HowToWriteEverything.com @MarciaRJohnston
Try to
focus on
breathing.

HowToWriteEverything.com @MarciaRJohnston
“Stop trying to hit me, and hit me.”	

—Morpheus to Neo

HowToWriteEverything.com @MarciaRJohnston
“Do or do not.
There is no try.”	

—Yoda

HowToWriteEverything.com @MarciaRJohnston
“When our tools don’t work, we tend to
blame ourselves for being too stupid or not
reading the manual or having too fat fin...
“When our tools don’t work, we tend to
blame ourselves for being too stupid or not
reading the manual or having too fat fin...
In order to divert 34,000
tons of food scraps from
landfills, Portland created a
curbside-pickup program
for compostable wa...
In order to divert 34,000
tons of food scraps from
landfills, Portland created a
curbside-pickup program
for compostable wa...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Jones and
Caruthers have
worked here
for a long
period of time.

HowToWriteEverything.com @MarciaRJohnston
Jones and
Caruthers have
worked here
for a long
period of time.

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
In light of my lack of cash,
we stopped at an ATM.

HowToWriteEverything.com @MarciaRJohnston
In light of my lack of cash,
we stopped at an ATM.

HowToWriteEverything.com @MarciaRJohnston
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.

H...
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.

H...
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.
I ...
In light of my lack of cash,
we stopped at an ATM.
In spite of his poor health, Samuel
attended his niece’s graduation.
I ...
“The word of is, in anything other
than small doses, among the surest
indications of flabby writing.”	


—Bryan Garner	

Ga...
“The word of is, in anything other
than small doses, among the surest
indications of flabby writing.”	


—Bryan Garner	

Ga...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Our company understands the pros and
cons of all these different technologies.
HowToWriteEverything.com @MarciaRJohnston
Our company understands the pros and
cons of all these different technologies.
HowToWriteEverything.com @MarciaRJohnston
Steve Jobs’s
name appears
on 212 different
Apple patents.

HowToWriteEverything.com @MarciaRJohnston
Steve Jobs’s
name appears
on 212 different
Apple patents.

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Google’s CEO, Eric Schmidt,
has a particular belief that
Android’s open platform
leads to more options and
more consumer c...
Google’s CEO, Eric Schmidt,
has a particular belief that
Android’s open platform
leads to more options and
more consumer c...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
We’ll throw some
verbiage in there.

HowToWriteEverything.com @MarciaRJohnston
We’ll throw some
verbiage in there.

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
Want a tip for making
this technique even
more time-saving and
pain-free?

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
Try this.

HowToWriteEverything.com @MarciaRJohnston
Another translation example

HowToWriteEverything.com @MarciaRJohnston
Another translation example
Updates are needed to your content.

HowToWriteEverything.com @MarciaRJohnston
Another translation example
Updates are needed to your content.

HowToWriteEverything.com @MarciaRJohnston

6 words
Another translation example
Updates are needed to your content.

HowToWriteEverything.com @MarciaRJohnston

6 words
Another translation example
Updates are needed to your content.
Your content needs updating.

HowToWriteEverything.com @Ma...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words

HowToWrit...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words

HowToWrit...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words
2 words

H...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words
2 words

H...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words
2 words

T...
Another translation example
Updates are needed to your content.

6 words

Your content needs updating.

4 words
2 words

T...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.

HowToW...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody ...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody ...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody ...
It’s worth noting that most readers do not want
to wade through huge volumes of information
to find what they need.
Nobody ...
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.

This is your
toothbrush
when...
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.

This is your
toothbrush
when...
This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way to
their tips.

This is your
toothbrush
when...
Bet you didn’t miss the
headline I deleted.

This is your
toothbrush
when it’s
new. The
blue bristles
are blue all
the way...
It’s mind-boggling to consider 	

what TIGHTENING that 	

dramatic would do to	

IMPROVES KEYWORD DENSITY.

HowToWriteEver...
It’s mind-boggling to consider 	

what TIGHTENING that 	

dramatic would do to	

IMPROVES KEYWORD DENSITY.

HowToWriteEver...
It’s mind-boggling to consider 	

what TIGHTENING that 	

dramatic would do to	

IMPROVES KEYWORD DENSITY.

HowToWriteEver...
It’s mind-boggling to consider 	

what TIGHTENING that 	

dramatic would do to	

IMPROVES KEYWORD DENSITY.

HowToWriteEver...
Adjectives
• absolutely certain, absolutely essential, absolutely
guaranteed, completely necessary, totally sure	

• bald-...
Nouns
• actual experience, actual fact	

• added bonus	

• advance notice, advance planning, advance preview,
advance rese...
Nouns
• actual experience, actual fact	

• added bonus	

• advance notice, advance planning, advance preview,
advance rese...
Verbs
• add an additional	

• aid and abet, cease and desist, pick and choose	

• allow you to be able to	

• always inclu...
Odds and Ends


•

6 a.m. in the morning, 10 p.m. in the evening,
twelve noon, twelve midnight


•

and etc.


•

ATM mach...
HowToWriteEverything.com @MarciaRJohnston
Visual-verbal
redundancy

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
HA-llo. DEE-na. 

DEES eez your
MAH-ther.

HowToWriteEverything.com @MarciaRJohnston
More on redundancy …

www.HowToWriteEverything.com/
Annals-of-Redundancy-Annals/

HowToWriteEverything.com @MarciaRJohnsto...
YOUR	

WORDS	

HERE

HowToWriteEverything.com @MarciaRJohnston
Dump these words!*
*unless you need them

weak be-verbs (is, was, were, will be, have been, am, are)	

-ly words (& other ...
Story time

HowToWriteEverything.com @MarciaRJohnston
Story time
Water dispenser

HowToWriteEverything.com @MarciaRJohnston
Buttons

Story time

Water dispenser

HowToWriteEverything.com @MarciaRJohnston
Quick reference

Buttons

Story time

Water dispenser

HowToWriteEverything.com @MarciaRJohnston
Looks easy enough.

HowToWriteEverything.com @MarciaRJohnston
Concise = good	

... right?

HowToWriteEverything.com @MarciaRJohnston
Ready for a video?

HowToWriteEverything.com @MarciaRJohnston
Ready for a video?
(You’ll have to pretend.)

HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?

HowToWriteEverything.com @MarciaRJohnston
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

HowToWriteEverything.com @MarciaRJo...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

HowToWriteEverything.com @Ma...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

HowToWriteEver...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

Button

HowToW...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

Button

Water
...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

Button

Water
...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

Button

Water
...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Instructions

Button

Water
...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Read again Exasperation

Ins...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Read again Exasperation

Ins...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Read again Exasperation

Ins...
Hey, Rick, would you bring me a glass of room-temperature water?

Rick	

(Smart guy!)

Glass

Read again Exasperation

Ins...
HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
If conciseness doesn’t fix it,

change what you’re saying.

HowToWriteEverything.com @MarciaRJohnston
HowToWriteEverything.com @MarciaRJohnston
Think
this is
small?

HowToWriteEverything.com @MarciaRJohnston
Think
this is
small?

HowToWriteEverything.com @MarciaRJohnston
Think
this is
small?

HowToWriteEverything.com @MarciaRJohnston
Think
this is
small?

HowToWriteEverything.com @MarciaRJohnston
Think
this is
small?

HowToWriteEverything.com @MarciaRJohnston
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Write Tight(er) 12-01-2013

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Write Tight(er): A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words

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Transcript of "Write Tight(er) 12-01-2013"

  1. 1. Write Tight (er) A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words Marcia Riefer Johnston HowToWriteEverything.com @MarciaRJohnston
  2. 2. Quick, which ad would you call concise? HowToWriteEverything.com @MarciaRJohnston
  3. 3. HowToWriteEverything.com @MarciaRJohnston
  4. 4. What does conciseness mean (and not mean)? HowToWriteEverything.com @MarciaRJohnston
  5. 5. What does conciseness mean (and not mean)? How much difference can conciseness make? HowToWriteEverything.com @MarciaRJohnston
  6. 6. What does conciseness mean (and not mean)? How much difference can conciseness make? In what ways does conciseness help me sell? HowToWriteEverything.com @MarciaRJohnston
  7. 7. What does conciseness mean (and not mean)? How much difference can conciseness make? In what ways does conciseness help me sell? How can I write more concisely? HowToWriteEverything.com @MarciaRJohnston
  8. 8. What does conciseness mean (and not mean)? How much difference can conciseness make? In what ways does conciseness help me sell? How can I write more concisely? Time-saving, pain-free technique HowToWriteEverything.com @MarciaRJohnston
  9. 9. What does conciseness mean (and not mean)? How much difference can conciseness make? In what ways does conciseness help me sell? How can I write more concisely? WORKSHOP BREAK Time-saving, pain-free technique HowToWriteEverything.com @MarciaRJohnston
  10. 10. What does conciseness mean (and not mean)? How much difference can conciseness make? In what ways does conciseness help me sell? How can I write more concisely? WORKSHOP BREAK Time-saving, pain-free technique Three-minute video HowToWriteEverything.com @MarciaRJohnston
  11. 11. #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  12. 12. No headline? #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  13. 13. No bullets? No headline? #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  14. 14. No bullets? No verbiage? No headline? #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  15. 15. No bullets? No verbiage? No headline? How concise! #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  16. 16. No bullets? No verbiage? No headline? How concise! #ICCSJ2014 HowToWriteEverything.com @MarciaRJohnston
  17. 17. HowToWriteEverything.com @MarciaRJohnston
  18. 18. Words Words Word Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words Words HowToWriteEverything.com @MarciaRJohnston
  19. 19. What does conciseness mean (and not mean)? HowToWriteEverything.com @MarciaRJohnston
  20. 20. What does conciseness mean (and not mean)? Minimalism HowToWriteEverything.com @MarciaRJohnston
  21. 21. Concise means “minimal.” HowToWriteEverything.com @MarciaRJohnston
  22. 22. Concise means “minimal.” Not short. HowToWriteEverything.com @MarciaRJohnston
  23. 23. Concise means “minimal.” Not short. “Cut me a short string.” HowToWriteEverything.com @MarciaRJohnston
  24. 24. Concise means “minimal.” Not short. “Cut me a short string.” Huh? HowToWriteEverything.com @MarciaRJohnston
  25. 25. Concise means “minimal.” Not short. “Cut me a short string.” Huh? HowToWriteEverything.com @MarciaRJohnston
  26. 26. Concise means “minimal.” Not short. “Cut me a short string.” Huh? Make text (like string) as long as needed. HowToWriteEverything.com @MarciaRJohnston
  27. 27. Concise means “minimal.” HowToWriteEverything.com @MarciaRJohnston
  28. 28. Concise means “minimal.” Not robospeak. HowToWriteEverything.com @MarciaRJohnston
  29. 29. Concise means “minimal.” Not robospeak. HowToWriteEverything.com @MarciaRJohnston
  30. 30. Concise means “minimal.” Not robospeak. Push button. HowToWriteEverything.com @MarciaRJohnston
  31. 31. Concise means “minimal.” Not robospeak. Push button. Push the button. HowToWriteEverything.com @MarciaRJohnston
  32. 32. Concise means “minimal.” Not robospeak. Push button. Push the button. Keep the the. HowToWriteEverything.com @MarciaRJohnston
  33. 33. Concise means “minimal.” HowToWriteEverything.com @MarciaRJohnston
  34. 34. Concise means “minimal.” Not gutted for mobile. HowToWriteEverything.com @MarciaRJohnston
  35. 35. Concise means “minimal.” Not gutted for mobile. HowToWriteEverything.com @MarciaRJohnston
  36. 36. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” HowToWriteEverything.com @MarciaRJohnston
  37. 37. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” They will. HowToWriteEverything.com @MarciaRJohnston
  38. 38. Concise means “minimal.” Not gutted for mobile. Don’t think, “Smartphone users won’t need that.” They will. HowToWriteEverything.com @MarciaRJohnston
  39. 39. Example HowToWriteEverything.com @MarciaRJohnston
  40. 40. Example HowToWriteEverything.com @MarciaRJohnston
  41. 41. Example No discussion board? HowToWriteEverything.com @MarciaRJohnston
  42. 42. Example No calendar? No discussion board? HowToWriteEverything.com @MarciaRJohnston
  43. 43. Example Concise ≠ Gutted No calendar? No discussion board? HowToWriteEverything.com @MarciaRJohnston
  44. 44. Minimal. HowToWriteEverything.com @MarciaRJohnston
  45. 45. Enough to meet your audiences’ needs Minimal. HowToWriteEverything.com @MarciaRJohnston
  46. 46. Enough to meet your audiences’ needs Enough to accomplish your purpose Minimal. HowToWriteEverything.com @MarciaRJohnston
  47. 47. Enough to meet your audiences’ needs Enough to accomplish your purpose Minimal. No more HowToWriteEverything.com @MarciaRJohnston
  48. 48. Enough to meet your audiences’ needs Enough to accomplish your purpose Minimal. No more No less HowToWriteEverything.com @MarciaRJohnston
  49. 49. Write Tight(er):
 A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words HowToWriteEverything.com @MarciaRJohnston
  50. 50. Audience needs: “What’s in it for me?” Write Tight(er):
 A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words HowToWriteEverything.com @MarciaRJohnston
  51. 51. Audience needs: “What’s in it for me?” Write Tight(er):
 A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words HowToWriteEverything.com @MarciaRJohnston My purpose: Get you here
  52. 52. Audience needs: “What’s in it for me?” Write Tight(er):
 A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words No more HowToWriteEverything.com @MarciaRJohnston My purpose: Get you here
  53. 53. Audience needs: “What’s in it for me?” My purpose: Get you here Write Tight(er):
 A Time-Saving, Pain-Free Technique for Selling Yourself, Your Company, or Your Products through Your Words No more No less HowToWriteEverything.com @MarciaRJohnston
  54. 54. HowToWriteEverything.com @MarciaRJohnston
  55. 55. HowToWriteEverything.com @MarciaRJohnston
  56. 56. HowToWriteEverything.com @MarciaRJohnston
  57. 57. HowToWriteEverything.com @MarciaRJohnston
  58. 58. HowToWriteEverything.com @MarciaRJohnston
  59. 59. How much difference can conciseness make? HowToWriteEverything.com @MarciaRJohnston
  60. 60. How much difference can conciseness make? “Measured usability was dramatically higher for the concise version [of the website]—58% better.” ! Nielsen Norman Group www.nngroup.com/articles/ how-users-read-on-the-web HowToWriteEverything.com @MarciaRJohnston
  61. 61. In what ways does conciseness help me sell? HowToWriteEverything.com @MarciaRJohnston
  62. 62. In what ways does conciseness help me sell? Small screens HowToWriteEverything.com @MarciaRJohnston
  63. 63. In what ways does conciseness help me sell? Small screens Translation costs HowToWriteEverything.com @MarciaRJohnston
  64. 64. In what ways does conciseness help me sell? Small screens Translation costs Readability HowToWriteEverything.com @MarciaRJohnston
  65. 65. In what ways does conciseness help me sell? Small screens Translation costs Readability Think usability, engagement. HowToWriteEverything.com @MarciaRJohnston
  66. 66. “But I don’t write for small screens.” HowToWriteEverything.com @MarciaRJohnston
  67. 67. “But I don’t write for small screens.” Maybe your readers see a big window. HowToWriteEverything.com @MarciaRJohnston
  68. 68. ... or maybe your readers see this. HowToWriteEverything.com @MarciaRJohnston
  69. 69. ... or maybe your readers see this. “Full site” view HowToWriteEverything.com @MarciaRJohnston
  70. 70. ... or maybe your readers see this. “Full site” view “Mobile site” view HowToWriteEverything.com @MarciaRJohnston
  71. 71. “But I don’t write for small screens.” HowToWriteEverything.com @MarciaRJohnston
  72. 72. Maybe your readers see this. HowToWriteEverything.com @MarciaRJohnston
  73. 73. “But I already write concisely.” This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston
  74. 74. “But I already write concisely.” This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston Visual-verbal redundancy
  75. 75. Your readers want this. HowToWriteEverything.com @MarciaRJohnston
  76. 76. Especially if you translate. Philips Sonicare™ toothbrush HowToWriteEverything.com @MarciaRJohnston
  77. 77. “But my stuff isn’t translated.” HowToWriteEverything.com @MarciaRJohnston
  78. 78. “But my stuff isn’t translated.” Get ready! HowToWriteEverything.com @MarciaRJohnston
  79. 79. How much can a word cost? HowToWriteEverything.com @MarciaRJohnston
  80. 80. How much can a word cost? You may be needing a loan. HowToWriteEverything.com @MarciaRJohnston
  81. 81. How much can a word cost? You may be needing a loan. 6 words HowToWriteEverything.com @MarciaRJohnston
  82. 82. How much can a word cost? You may be needing a loan. 6 words HowToWriteEverything.com @MarciaRJohnston
  83. 83. How much can a word cost? You may be needing a loan. 6 words You may need a loan. HowToWriteEverything.com @MarciaRJohnston
  84. 84. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words HowToWriteEverything.com @MarciaRJohnston
  85. 85. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words HowToWriteEverything.com @MarciaRJohnston
  86. 86. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word HowToWriteEverything.com @MarciaRJohnston
  87. 87. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word HowToWriteEverything.com @MarciaRJohnston
  88. 88. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): HowToWriteEverything.com @MarciaRJohnston
  89. 89. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): HowToWriteEverything.com @MarciaRJohnston
  90. 90. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language HowToWriteEverything.com @MarciaRJohnston
  91. 91. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language HowToWriteEverything.com @MarciaRJohnston $ 0.25
  92. 92. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language HowToWriteEverything.com @MarciaRJohnston $ 0.25
  93. 93. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language * the size of a Harry Potter novel HowToWriteEverything.com @MarciaRJohnston $ 0.25
  94. 94. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language * the size of a Harry Potter novel HowToWriteEverything.com @MarciaRJohnston $ 0.25 $ 2,500.00
  95. 95. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language 10,000 sentences,* 25 languages * the size of a Harry Potter novel HowToWriteEverything.com @MarciaRJohnston $ 0.25 $ 2,500.00
  96. 96. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language $ 0.25 $ 2,500.00 10,000 sentences,* 25 languages $ 62,500.00 * the size of a Harry Potter novel HowToWriteEverything.com @MarciaRJohnston
  97. 97. How much can a word cost? You may be needing a loan. 6 words You may need a loan. 5 words 1 word Translation cost (or savings): 1 sentence, 1 language 10,000 sentences,* 1 language $ 0.25 $ 2,500.00 10,000 sentences,* 25 languages $ 62,500.00 * the size of a Harry Potter novel HowToWriteEverything.com @MarciaRJohnston
  98. 98. HowToWriteEverything.com @MarciaRJohnston
  99. 99. a word? How so? HowToWriteEverything.com @MarciaRJohnston
  100. 100. a word? How so? Close enough
 HowToWriteEverything.com @MarciaRJohnston
  101. 101. a word? How so? Close enough
 Varies with the language
 HowToWriteEverything.com @MarciaRJohnston
  102. 102. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) HowToWriteEverything.com @MarciaRJohnston
  103. 103. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word HowToWriteEverything.com @MarciaRJohnston
  104. 104. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word Full price HowToWriteEverything.com @MarciaRJohnston
  105. 105. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word “fuzzy” match Full price HowToWriteEverything.com @MarciaRJohnston
  106. 106. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word “fuzzy” match Full price Pay less HowToWriteEverything.com @MarciaRJohnston
  107. 107. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word Full price “fuzzy” match “perfect” match Pay less HowToWriteEverything.com @MarciaRJohnston
  108. 108. a word? How so? Close enough
 Varies with the language
 Depends on the translation memory (database) unrecognized word Full price “fuzzy” match “perfect” match Pay less You still pay! HowToWriteEverything.com @MarciaRJohnston
  109. 109. Whether or not you translate, HowToWriteEverything.com @MarciaRJohnston
  110. 110. Whether or not you translate, whatever size your page or screen, HowToWriteEverything.com @MarciaRJohnston
  111. 111. Whether or not you translate, whatever size your page or screen, you owe it to yourself to ask … HowToWriteEverything.com @MarciaRJohnston
  112. 112. How can I write more concisely? HowToWriteEverything.com @MarciaRJohnston
  113. 113. Dump these words!* HowToWriteEverything.com @MarciaRJohnston
  114. 114. Dump these words!* *unless you need them HowToWriteEverything.com @MarciaRJohnston
  115. 115. Dump these words!* *unless you need them HowToWriteEverything.com @MarciaRJohnston Time-saving, pain-free technique
  116. 116. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) HowToWriteEverything.com @MarciaRJohnston
  117. 117. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) HowToWriteEverything.com @MarciaRJohnston
  118. 118. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) HowToWriteEverything.com @MarciaRJohnston
  119. 119. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) HowToWriteEverything.com @MarciaRJohnston
  120. 120. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that HowToWriteEverything.com @MarciaRJohnston
  121. 121. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just HowToWriteEverything.com @MarciaRJohnston
  122. 122. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to HowToWriteEverything.com @MarciaRJohnston
  123. 123. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time HowToWriteEverything.com @MarciaRJohnston
  124. 124. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) HowToWriteEverything.com @MarciaRJohnston
  125. 125. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial HowToWriteEverything.com @MarciaRJohnston
  126. 126. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) HowToWriteEverything.com @MarciaRJohnston
  127. 127. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular HowToWriteEverything.com @MarciaRJohnston
  128. 128. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage HowToWriteEverything.com @MarciaRJohnston
  129. 129. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch HowToWriteEverything.com @MarciaRJohnston
  130. 130. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch HowToWriteEverything.com @MarciaRJohnston
  131. 131. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch HowToWriteEverything.com @MarciaRJohnston
  132. 132. Dump these words!* Time-saving, pain-free technique *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch HowToWriteEverything.com @MarciaRJohnston
  133. 133. HowToWriteEverything.com @MarciaRJohnston
  134. 134. HowToWriteEverything.com @MarciaRJohnston
  135. 135. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  136. 136. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  137. 137. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  138. 138. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  139. 139. Examples HowToWriteEverything.com @MarciaRJohnston
  140. 140. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” HowToWriteEverything.com @MarciaRJohnston
  141. 141. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” HowToWriteEverything.com @MarciaRJohnston
  142. 142. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” HowToWriteEverything.com @MarciaRJohnston
  143. 143. “Bias tape has the advantage of being able to be applied smoothly around curves as well as straight.” HowToWriteEverything.com @MarciaRJohnston
  144. 144. HowToWriteEverything.com @MarciaRJohnston
  145. 145. HowToWriteEverything.com @MarciaRJohnston
  146. 146. The fix might not be self-evident. HowToWriteEverything.com @MarciaRJohnston
  147. 147. The fix might not be self-evident. HowToWriteEverything.com @MarciaRJohnston
  148. 148. The fix might not be self-evident. You have to think. HowToWriteEverything.com @MarciaRJohnston
  149. 149. The fix might not be self-evident. You have to think. (Not too painful.) HowToWriteEverything.com @MarciaRJohnston
  150. 150. HowToWriteEverything.com @MarciaRJohnston
  151. 151. HowToWriteEverything.com @MarciaRJohnston
  152. 152. HowToWriteEverything.com @MarciaRJohnston
  153. 153. HowToWriteEverything.com @MarciaRJohnston
  154. 154. HowToWriteEverything.com @MarciaRJohnston
  155. 155. “A scheme of which every part promises delight can never be successful.” —Jane Austen, Pride and Prejudice HowToWriteEverything.com @MarciaRJohnston
  156. 156. “A scheme of which every part promises delight can never be successful.” —Jane Austen, Pride and Prejudice HowToWriteEverything.com @MarciaRJohnston
  157. 157. Our IT team wants to be predictive. HowToWriteEverything.com @MarciaRJohnston
  158. 158. Our IT team wants to be predictive. HowToWriteEverything.com @MarciaRJohnston
  159. 159. What does the team want to do? Our IT team wants to be predictive. HowToWriteEverything.com @MarciaRJohnston
  160. 160. HowToWriteEverything.com @MarciaRJohnston
  161. 161. HowToWriteEverything.com @MarciaRJohnston
  162. 162. “Write when there is something that you know; and not before; and not too damned much after.” —Ernest Hemingway HowToWriteEverything.com @MarciaRJohnston
  163. 163. “Write when there is something that you know; and not before; and not too damned much after.” —Ernest Hemingway HowToWriteEverything.com @MarciaRJohnston
  164. 164. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) HowToWriteEverything.com @MarciaRJohnston
  165. 165. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) HowToWriteEverything.com @MarciaRJohnston
  166. 166. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) We don’t know diddly— HowToWriteEverything.com @MarciaRJohnston
  167. 167. “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.” (attributed to a one-time US secretary of defense) We don’t know diddly— except to avoid be-verbs. HowToWriteEverything.com @MarciaRJohnston
  168. 168. HowToWriteEverything.com @MarciaRJohnston
  169. 169. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  170. 170. See be-verbs. HowToWriteEverything.com @MarciaRJohnston
  171. 171. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) HowToWriteEverything.com @MarciaRJohnston
  172. 172. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) HowToWriteEverything.com @MarciaRJohnston
  173. 173. Jane fully expects a big publisher to snap up her first novel. HowToWriteEverything.com @MarciaRJohnston
  174. 174. Jane fully expects a big publisher to snap up her first novel. HowToWriteEverything.com @MarciaRJohnston
  175. 175. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. HowToWriteEverything.com @MarciaRJohnston
  176. 176. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. HowToWriteEverything.com @MarciaRJohnston
  177. 177. Please listen carefully to the following choices so that we can immediately direct your call to the appropriate person. HowToWriteEverything.com @MarciaRJohnston
  178. 178. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) HowToWriteEverything.com @MarciaRJohnston
  179. 179. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) HowToWriteEverything.com @MarciaRJohnston
  180. 180. Fred likes his toast very dry. HowToWriteEverything.com @MarciaRJohnston
  181. 181. Fred likes his toast very dry. HowToWriteEverything.com @MarciaRJohnston
  182. 182. Fred likes his toast very dry. Fred likes his toast so dry. HowToWriteEverything.com @MarciaRJohnston
  183. 183. Fred likes his toast very dry. Fred likes his toast so dry. HowToWriteEverything.com @MarciaRJohnston
  184. 184. Fred likes his toast very dry. Fred likes his toast so dry. Fred likes such dry toast. HowToWriteEverything.com @MarciaRJohnston
  185. 185. Fred likes his toast very dry. Fred likes his toast so dry. Fred likes such dry toast. HowToWriteEverything.com @MarciaRJohnston
  186. 186. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) HowToWriteEverything.com @MarciaRJohnston
  187. 187. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) HowToWriteEverything.com @MarciaRJohnston
  188. 188. Do not use negative phrasing. HowToWriteEverything.com @MarciaRJohnston
  189. 189. Do not use negative phrasing. HowToWriteEverything.com @MarciaRJohnston
  190. 190. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. HowToWriteEverything.com @MarciaRJohnston
  191. 191. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. HowToWriteEverything.com @MarciaRJohnston
  192. 192. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. HowToWriteEverything.com @MarciaRJohnston
  193. 193. The Oregon Ducks have not lost a “Civil War” game to their archrivals, the Beavers, in seven years. HowToWriteEverything.com @MarciaRJohnston
  194. 194. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) HowToWriteEverything.com @MarciaRJohnston
  195. 195. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that HowToWriteEverything.com @MarciaRJohnston
  196. 196. Given the fact that Joan had read up on topic-based writing before her group installed the content-management system, everyone went to her with questions. Concept Task Reference HowToWriteEverything.com @MarciaRJohnston
  197. 197. Given the fact that Joan had read up on topic-based writing before her group installed the content-management system, everyone went to her with questions. Concept Task Reference HowToWriteEverything.com @MarciaRJohnston
  198. 198. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that HowToWriteEverything.com @MarciaRJohnston
  199. 199. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just HowToWriteEverything.com @MarciaRJohnston
  200. 200. It's just that I just say just a lot. I just have the habit, so it’s just hard to stop saying it. HowToWriteEverything.com @MarciaRJohnston
  201. 201. It's just that I just say just a lot. I just have the habit, so it’s just hard to stop saying it. HowToWriteEverything.com @MarciaRJohnston
  202. 202. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just HowToWriteEverything.com @MarciaRJohnston
  203. 203. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to HowToWriteEverything.com @MarciaRJohnston
  204. 204. Michael Noer handed the six-year-old the tablet. With no instruction, and never having seen a computer, the boy began to swipe the screen, launch apps, and play a pinball game. HowToWriteEverything.com @MarciaRJohnston
  205. 205. Michael Noer handed the six-year-old the tablet. With no instruction, and never having seen a computer, the boy began to swipe the screen, launch apps, and play a pinball game. HowToWriteEverything.com @MarciaRJohnston
  206. 206. Try to focus on breathing. HowToWriteEverything.com @MarciaRJohnston
  207. 207. Try to focus on breathing. HowToWriteEverything.com @MarciaRJohnston
  208. 208. “Stop trying to hit me, and hit me.” —Morpheus to Neo HowToWriteEverything.com @MarciaRJohnston
  209. 209. “Do or do not. There is no try.” —Yoda HowToWriteEverything.com @MarciaRJohnston
  210. 210. “When our tools don’t work, we tend to blame ourselves for being too stupid or not reading the manual or having too fat fingers.” —Lev Grossman, Time HowToWriteEverything.com @MarciaRJohnston
  211. 211. “When our tools don’t work, we tend to blame ourselves for being too stupid or not reading the manual or having too fat fingers.” —Lev Grossman, Time HowToWriteEverything.com @MarciaRJohnston
  212. 212. In order to divert 34,000 tons of food scraps from landfills, Portland created a curbside-pickup program for compostable waste. HowToWriteEverything.com @MarciaRJohnston
  213. 213. In order to divert 34,000 tons of food scraps from landfills, Portland created a curbside-pickup program for compostable waste. HowToWriteEverything.com @MarciaRJohnston
  214. 214. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to HowToWriteEverything.com @MarciaRJohnston
  215. 215. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time HowToWriteEverything.com @MarciaRJohnston
  216. 216. Jones and Caruthers have worked here for a long period of time. HowToWriteEverything.com @MarciaRJohnston
  217. 217. Jones and Caruthers have worked here for a long period of time. HowToWriteEverything.com @MarciaRJohnston
  218. 218. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time HowToWriteEverything.com @MarciaRJohnston
  219. 219. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) HowToWriteEverything.com @MarciaRJohnston
  220. 220. In light of my lack of cash, we stopped at an ATM. HowToWriteEverything.com @MarciaRJohnston
  221. 221. In light of my lack of cash, we stopped at an ATM. HowToWriteEverything.com @MarciaRJohnston
  222. 222. In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. HowToWriteEverything.com @MarciaRJohnston
  223. 223. In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. HowToWriteEverything.com @MarciaRJohnston
  224. 224. In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. I prefer that TV in terms of cost. HowToWriteEverything.com @MarciaRJohnston
  225. 225. In light of my lack of cash, we stopped at an ATM. In spite of his poor health, Samuel attended his niece’s graduation. I prefer that TV in terms of cost. HowToWriteEverything.com @MarciaRJohnston
  226. 226. “The word of is, in anything other than small doses, among the surest indications of flabby writing.” —Bryan Garner Garner’s Modern American Usage HowToWriteEverything.com @MarciaRJohnston
  227. 227. “The word of is, in anything other than small doses, among the surest indications of flabby writing.” —Bryan Garner Garner’s Modern American Usage HowToWriteEverything.com @MarciaRJohnston
  228. 228. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) HowToWriteEverything.com @MarciaRJohnston
  229. 229. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial HowToWriteEverything.com @MarciaRJohnston
  230. 230. HowToWriteEverything.com @MarciaRJohnston
  231. 231. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial HowToWriteEverything.com @MarciaRJohnston
  232. 232. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) HowToWriteEverything.com @MarciaRJohnston
  233. 233. Our company understands the pros and cons of all these different technologies. HowToWriteEverything.com @MarciaRJohnston
  234. 234. Our company understands the pros and cons of all these different technologies. HowToWriteEverything.com @MarciaRJohnston
  235. 235. Steve Jobs’s name appears on 212 different Apple patents. HowToWriteEverything.com @MarciaRJohnston
  236. 236. Steve Jobs’s name appears on 212 different Apple patents. HowToWriteEverything.com @MarciaRJohnston
  237. 237. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) HowToWriteEverything.com @MarciaRJohnston
  238. 238. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular HowToWriteEverything.com @MarciaRJohnston
  239. 239. Google’s CEO, Eric Schmidt, has a particular belief that Android’s open platform leads to more options and more consumer choice. HowToWriteEverything.com @MarciaRJohnston
  240. 240. Google’s CEO, Eric Schmidt, has a particular belief that Android’s open platform leads to more options and more consumer choice. HowToWriteEverything.com @MarciaRJohnston
  241. 241. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular HowToWriteEverything.com @MarciaRJohnston
  242. 242. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage HowToWriteEverything.com @MarciaRJohnston
  243. 243. We’ll throw some verbiage in there. HowToWriteEverything.com @MarciaRJohnston
  244. 244. We’ll throw some verbiage in there. HowToWriteEverything.com @MarciaRJohnston
  245. 245. HowToWriteEverything.com @MarciaRJohnston
  246. 246. HowToWriteEverything.com @MarciaRJohnston
  247. 247. Want a tip for making this technique even more time-saving and pain-free? HowToWriteEverything.com @MarciaRJohnston
  248. 248. HowToWriteEverything.com @MarciaRJohnston
  249. 249. HowToWriteEverything.com @MarciaRJohnston
  250. 250. Try this. HowToWriteEverything.com @MarciaRJohnston
  251. 251. Another translation example HowToWriteEverything.com @MarciaRJohnston
  252. 252. Another translation example Updates are needed to your content. HowToWriteEverything.com @MarciaRJohnston
  253. 253. Another translation example Updates are needed to your content. HowToWriteEverything.com @MarciaRJohnston 6 words
  254. 254. Another translation example Updates are needed to your content. HowToWriteEverything.com @MarciaRJohnston 6 words
  255. 255. Another translation example Updates are needed to your content. Your content needs updating. HowToWriteEverything.com @MarciaRJohnston 6 words
  256. 256. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words HowToWriteEverything.com @MarciaRJohnston
  257. 257. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words HowToWriteEverything.com @MarciaRJohnston
  258. 258. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words 2 words HowToWriteEverything.com @MarciaRJohnston
  259. 259. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words 2 words HowToWriteEverything.com @MarciaRJohnston
  260. 260. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words 2 words Translation savings: 1 sentence, 1 language ! 10,000 sentences, 1 language ! 10,000 sentences, 25 languages HowToWriteEverything.com @MarciaRJohnston $ 0.50 $ 5,000.00 $ 125,000.00
  261. 261. Another translation example Updates are needed to your content. 6 words Your content needs updating. 4 words 2 words Translation savings: 1 sentence, 1 language ! 10,000 sentences, 1 language ! 10,000 sentences, 25 languages HowToWriteEverything.com @MarciaRJohnston $ 0.50 $ 5,000.00 $ 125,000.00
  262. 262. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  263. 263. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  264. 264. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  265. 265. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  266. 266. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  267. 267. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. HowToWriteEverything.com @MarciaRJohnston
  268. 268. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. HowToWriteEverything.com @MarciaRJohnston
  269. 269. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... HowToWriteEverything.com @MarciaRJohnston
  270. 270. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... $ 937,500.00 HowToWriteEverything.com @MarciaRJohnston
  271. 271. It’s worth noting that most readers do not want to wade through huge volumes of information to find what they need. Nobody wants to wade through volumes. 15-word reduction x 10,000 sentences x 25 languages saves ... $ 937,500.00 A cool mill. HowToWriteEverything.com @MarciaRJohnston
  272. 272. This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston
  273. 273. This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston
  274. 274. This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston
  275. 275. Bet you didn’t miss the headline I deleted. This is your toothbrush when it’s new. The blue bristles are blue all the way to their tips. This is your toothbrush when it’s ready to replace. The blue bristles have turned half white. HowToWriteEverything.com @MarciaRJohnston
  276. 276. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. HowToWriteEverything.com @MarciaRJohnston
  277. 277. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. HowToWriteEverything.com @MarciaRJohnston
  278. 278. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. HowToWriteEverything.com @MarciaRJohnston
  279. 279. It’s mind-boggling to consider what TIGHTENING that dramatic would do to IMPROVES KEYWORD DENSITY. HowToWriteEverything.com @MarciaRJohnston
  280. 280. Adjectives • absolutely certain, absolutely essential, absolutely guaranteed, completely necessary, totally sure • bald-headed • best ever, first ever • blue in color, few in number, long in duration, nubbly in texture, round in shape, slovenly in appearance, short in height, slow in speed, small in size, tall in stature • booked solid • exact same, same exact, same identical • filled to capacity • incredible to believe, visible to the eye, warm to the touch HowToWriteEverything.com @MarciaRJohnston
  281. 281. Nouns • actual experience, actual fact • added bonus • advance notice, advance planning, advance preview, advance reservations, advance warning • all-time favorite, all-time record • alternative choice • anonymous stranger • annual anniversary • armed gunman • artificial prosthesis • autobiography of her own life, biography of his life HowToWriteEverything.com @MarciaRJohnston
  282. 282. Nouns • actual experience, actual fact • added bonus • advance notice, advance planning, advance preview, advance reservations, advance warning • all-time favorite, all-time record • alternative choice And that’s just • anonymous stranger the a’s. • annual anniversary • armed gunman • artificial prosthesis • autobiography of her own life, biography of his life HowToWriteEverything.com @MarciaRJohnston
  283. 283. Verbs • add an additional • aid and abet, cease and desist, pick and choose • allow you to be able to • always include • ask the question • assemble together, attach together, blend together, collaborate together, combine together, confer together, connect together, cooperate together, fuse together, gather together, join together, integrate together, meet together, merge together, mingle together, mix together, pool together, share together, splice together HowToWriteEverything.com @MarciaRJohnston
  284. 284. Odds and Ends
 • 6 a.m. in the morning, 10 p.m. in the evening, twelve noon, twelve midnight
 • and etc.
 • ATM machine, GOP party, GRE exam, HIV virus, 
 ISBN number, LCD display, PIN number, RAM memory, UPC code—and my favorite: Please RSVP HowToWriteEverything.com @MarciaRJohnston
  285. 285. HowToWriteEverything.com @MarciaRJohnston
  286. 286. Visual-verbal redundancy HowToWriteEverything.com @MarciaRJohnston
  287. 287. HowToWriteEverything.com @MarciaRJohnston
  288. 288. HA-llo. DEE-na. 
 DEES eez your MAH-ther. HowToWriteEverything.com @MarciaRJohnston
  289. 289. More on redundancy … www.HowToWriteEverything.com/ Annals-of-Redundancy-Annals/ HowToWriteEverything.com @MarciaRJohnston
  290. 290. YOUR WORDS HERE HowToWriteEverything.com @MarciaRJohnston
  291. 291. Dump these words!* *unless you need them weak be-verbs (is, was, were, will be, have been, am, are) -ly words (& other vapid adverbs) very, such, so (& other empty intensifiers) not, no (& other negative words) the fact that just begin to, try to, tend to, in order to period of time in light of, in spite of, in terms of (& of in general) proverbial different (as in many different, 36 different) particular verbiage any other verbiage or unneeded words that you can pitch HowToWriteEverything.com @MarciaRJohnston
  292. 292. Story time HowToWriteEverything.com @MarciaRJohnston
  293. 293. Story time Water dispenser HowToWriteEverything.com @MarciaRJohnston
  294. 294. Buttons Story time Water dispenser HowToWriteEverything.com @MarciaRJohnston
  295. 295. Quick reference Buttons Story time Water dispenser HowToWriteEverything.com @MarciaRJohnston
  296. 296. Looks easy enough. HowToWriteEverything.com @MarciaRJohnston
  297. 297. Concise = good ... right? HowToWriteEverything.com @MarciaRJohnston
  298. 298. Ready for a video? HowToWriteEverything.com @MarciaRJohnston
  299. 299. Ready for a video? (You’ll have to pretend.) HowToWriteEverything.com @MarciaRJohnston
  300. 300. Hey, Rick, would you bring me a glass of room-temperature water? HowToWriteEverything.com @MarciaRJohnston
  301. 301. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) HowToWriteEverything.com @MarciaRJohnston
  302. 302. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass HowToWriteEverything.com @MarciaRJohnston
  303. 303. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions HowToWriteEverything.com @MarciaRJohnston
  304. 304. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions Button HowToWriteEverything.com @MarciaRJohnston
  305. 305. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions Button Water HowToWriteEverything.com @MarciaRJohnston
  306. 306. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions Button Water HowToWriteEverything.com @MarciaRJohnston Dump
  307. 307. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions Button Water Read again HowToWriteEverything.com @MarciaRJohnston Dump
  308. 308. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Instructions Button Water Read again Exasperation HowToWriteEverything.com @MarciaRJohnston Dump
  309. 309. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Read again Exasperation Instructions Button Water Try again HowToWriteEverything.com @MarciaRJohnston Dump
  310. 310. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Read again Exasperation Instructions Button Try again Try again Water HowToWriteEverything.com @MarciaRJohnston Dump
  311. 311. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Read again Exasperation Instructions Button Water Try again Try again Dump again HowToWriteEverything.com @MarciaRJohnston Dump
  312. 312. Hey, Rick, would you bring me a glass of room-temperature water? Rick (Smart guy!) Glass Read again Exasperation Instructions Button Water Dump Try again Try again Dump again Try again HowToWriteEverything.com @MarciaRJohnston
  313. 313. HowToWriteEverything.com @MarciaRJohnston
  314. 314. HowToWriteEverything.com @MarciaRJohnston
  315. 315. If conciseness doesn’t fix it,
 change what you’re saying. HowToWriteEverything.com @MarciaRJohnston
  316. 316. HowToWriteEverything.com @MarciaRJohnston
  317. 317. Think this is small? HowToWriteEverything.com @MarciaRJohnston
  318. 318. Think this is small? HowToWriteEverything.com @MarciaRJohnston
  319. 319. Think this is small? HowToWriteEverything.com @MarciaRJohnston
  320. 320. Think this is small? HowToWriteEverything.com @MarciaRJohnston
  321. 321. Think this is small? HowToWriteEverything.com @MarciaRJohnston
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