Trim the Fat and Supercharge your Copy

Way back in the day, I wrote voiceover scripts for movie trailers. Each project was a new challenge. I had to tell a full story in just a few lines. The narrator would read them while scenes from a two-hour movie played in quick succession.

The goal? To create a short, under-three-minute mini-movie that sparked interest and intrigue.

Years later, that skill has stuck with me. Now, I pride myself in being able to say a lot with the bare minimum. This is one of my favorite, most powerful tips I give to people who come to me to improve their copy. Less is always more. I'm always telling people to cut back on the words.

Shorten your sentences. You'll say so much more with so much less.

Long, clunky sentences are like speed bumps. You’re cruising along, enjoying the flow, and then—bam! A long, tangled sentence comes along and forces your reader to slow down or, worse, stop altogether.

Considering our short (and shrinking!) attention spans, nobody has time for speed bumps.

You want your readers to glide through your content like they’re on a smooth highway, not slamming on the brakes every few seconds.

The trick?

Short sentences. They’re the express lane of writing—quick, clear, and easy to follow.

With short sentences, you’re giving your readers a smoother, more enjoyable ride. You’re also creating a cadence, which makes reading that much easier. Readers can skim your copy, absorb your message, and stay engaged all the way through.

And isn’t that the goal? Keep the attention, avoid the distraction.

Here are a few tricks to tighten things up:

One Thought, One Sentence

If you’re seeing too many ideas in one sentence, consider a little breakup.

Instead of:

"Writing copy can be tricky because you have to think about your audience, your message, and your delivery all at once, which can be overwhelming."

Try this:

"Copywriting is tricky. You’ve got your audience, your message, and your delivery—each a challenge on its own."

Keep Punctuation Simple

Scan your sentences. If you’re using more than one comma, it might be a sign your sentence is too long.

Instead of:
"I love crafting copy that connects with people, sparks action, and gets results, but it can be hard to find the right words sometimes."

Try this :
"I love crafting copy that connects with people and sparks action. Finding the right words? Now there’s the real challenge."

Embrace the Period

Periods are like mini checkpoints for your reader’s brain. Use periods to break up big ideas and turn them into digestible pieces.

Instead of:
"When you focus on keeping sentences short, you’ll find that your copy is clearer, easier to read, and more impactful, which will make your readers appreciate your content more."

Try this:
"Keep sentences short, and your copy gets clearer. Easier to read. More impactful. Your readers will thank you."

The Rubber Meets the Road

Once you’ve scanned places you can improve, it’s time to test your handy work. This is the ultimate test! Take your copy and try reading it out loud. If you run out of breath or feel confused halfway through, your sentence is too long. That’s when you know you need to chop it up.

And There You Have It

The goal of your copy is always connection. Connect with your reader, and they’ll keep reading. You’ll build trust. You’ll impart wisdom. You’ll make offers they can’t refuse. Short, sweet sentences keep your audience connected.

Next time you're editing, try these little tips—break up those long sentences, and let your copy do its job with your personal style. Your readers (and their attention spans) will love you for it.