3 Anti-Fluff Approaches to Content material Writing


Fluffy phrases are the empty energy of content material creation. They may bulk up your phrase rely, however they starve your message of that means. 

A dollop of fluff could be a minor distraction to readers — however an excessive amount of can rapidly tip the scales. Verbosity could make your copy unreadable, untrustworthy and even spammy.

What Makes Writing Fluffy?

The primary points in fluffy writing are what I confer with as micro-fluff and macro-fluff. 

Micro-fluff describes pesky little phrases you don’t want. Macro-fluff describes whole sections you’re higher off with out. 

Lengthy-winded sentences fall right into a separate however associated class. Generally, they’re simply fluff. Different occasions, they’re crammed full of excellent data that wants area to breathe. Both method, they will do as a lot injury to your writing as micro- and macro-fluff.

As content material creators, we’re all responsible of weaving these pointless items into our writing — however one of the best writers determine and lower the fluff whereas self-editing. Hold studying on to learn how.

1. Eliminating Micro-fluff for Readability and Decisiveness 

The English language is stuffed with seemingly innocuous filler phrases and phrases that add size to your copy with out offering actual worth. 

Intensifiers like “actually” and “very.” Wordy expressions that tee up your details. Qualifying statements that sound fancy however truly present a scarcity of certainty. These bits of micro-fluff can distract out of your that means and drag down the standard and affect of your copy.

Figuring out them is step one; eliminating them requires a eager eye and a dedication to creating (probably lots of) small however important cuts. Exchange quick, fluffy phrases with extra concise alternate options. You’ll increase readability and exhibit a extra decisive tone.

For example, take a look at the distinction between these two sentences: 

  • “It’s very clear that we would presumably anticipate some form of a rise.”
  • “We anticipate a rise.” 

Discover the shift? With out the micro-fluff, we get copy that’s clear, punchy and exact.

Micro-fluff Examples 

Right here’s a rundown of micro-fluff phrases to keep away from, with advised fixes:

❌ “It is vital/crucial/important/important to (verb)”  ✅ “(Verb)”
❌ “It is rather/actually/pretty/fairly/fairly (adjective)” ✅ “It’s (adjective)”
❌ “On account of the truth that” ✅ “On account of”
❌ “Whether or not or not” ✅ “Whether or not”
❌ “With a purpose to” ✅ “To”
❌ “Within the occasion that” ✅ “If”
❌ “It’s” ✅ “It’s”
❌ “As a matter of truth” ✅ (Nothing; simply state the actual fact)
❌ “As beforehand defined” ✅ (Nothing; simply transfer on)

2. Chopping Macro-fluff for Larger Substance 

Since micro-fluff is concerning the small stuff, macro-fluff issues the massive offenders: full sentences or sections that contribute to a bloated phrase rely with out including actual worth.

Be careful for:

  • Bland or generic statements.
  • Redundant sections.
  • Lengthy-winded clichés.
  • Obscure or unsubstantiated claims.
  • Unnecessarily wordy expressions.
  • Platitudes.

How are you going to transfer away from such a fluffy writing? By creating informative, value-packed content material. Use as few phrases as doable to make your level. As you revise, ensure each sentence presents distinctive worth to the reader and strikes your narrative or argument ahead.

Macro-fluff Instance

Giant-scale fluff can are available in many varieties, however one common subject is redundancy. In content material writing, it may be tempting to write down in circles. Whenever you’re utilizing completely different phrases, it could feel and look such as you’re saying one thing new — however you’re simply losing your reader’s time.

Right here’s an instance of macro-fluff in motion, adopted by a a lot shorter various:

❌ “Step 2: Examine the bobbin

The second step to take when troubleshooting your stitching machine is to take a look at the bobbin. That is a vital measure to take if you wish to get your machine up and operating appropriately, on account of the truth that the bobbin is a important a part of machine stitching success. To verify the bobbin, you’ll begin by on the lookout for it within the bobbin case. Take the bobbin out of its case.” 

✅ “Step 2: Examine the bobbin

Take the bobbin out of its case.”

We are able to lower 70 phrases (!!) of fluff right here. Why? Many of the copy states the plain or reiterates the final concept of the article with out including something new. 

As for the primary sentence? Your reader already is aware of they’re taking a look at step 2; they don’t want a reminder. The copy instantly following a subhead wants to maneuver the piece ahead. 

3. Streamlining Lengthy-Winded Sentences 

Lengthy-winded sentences are rambling items of copy that exhaust readers earlier than they get to the tip. They often include a number of clauses and concepts, making it laborious for readers to know the primary level. 

They could be:

  • Grammatically incorrect run-ons. 
  • Filled with fluff and redundant data. 
  • Jam-packed with important data that wants room to breathe.
  • Affected by overly complicated sentence constructions.

Most lengthy sentences try to convey an excessive amount of data without delay. When you’re pouring phrases onto the web page, you would possibly really feel like your writing could be very intelligent and complete. You’ve managed to tie a number of ideas, knowledge factors, and cause-and-effect relationships collectively in a single neat little bow — proper? 

You’re basically drafting a mind dump. It’s an essential a part of the writing course of, however it may possibly’t be the tip. When you don’t clear up the verbose bits, your writing will find yourself clunky and complicated. 

So, do you have to lower them out of your copy? Not so quick. A way-too-long sentences are pure fluff, certain. Others are pure genius — genius that wants its hair brushed and its tie straightened. 

Throughout your anti-fluff enhancing work, fastidiously assess each so that you don’t danger chopping important data. Intention to remodel sprawling sentences into digestible, clear segments that information the reader by way of your message effortlessly. Hold these finest practices in thoughts, too:

  • If a sentence spans two or extra traces in your Google Doc, trim it down. Cut up it up. Bullet it. Please!
  • Intention for brief sentences of 25 phrases or much less to assist readability. 
  • Categorical only one concept per sentence for readability.
  • Use diverse sentence lengths and constructions to assist with pacing.
  • Do not forget that, even when a sentence is grammatically right, it nonetheless must move. 

Lengthy-winded Sentence Examples

Right here’s a beautiful demonstration of what to not do (until you’re a Victorian novelist):

❌ “Whereas it’s indisputably true that the utilization of overly complicated and unnecessarily convoluted language in each spoken and written communication can, in reality, result in a scenario whereby the supposed message turns into obscured, making it difficult for the viewers to readily comprehend and absolutely grasp the supposed that means, it’s of paramount significance for efficient and environment friendly communication that people try to make use of clear, concise, and simple language to make sure that their concepts are conveyed with precision and readability, thereby facilitating a extra seamless alternate of data between the communicator and the viewers.”

You most likely didn’t even learn that, did you? Good name. When writing your personal copy, ensure your reader doesn’t hit an equally impenetrable wall of textual content.

Now for a pair of barely extra practical examples:

❌ “As well as, a sturdy order administration resolution may embody buyer engagement capabilities to assist retention and allow buyer loyalty and advocacy — reminiscent of surveys and social media evaluation — to make sure you have one of the best view of your clients and may efficiently information them by way of the shopper lifecycle.”

❌ “Energy-line adapters, that are very simple to arrange, flip a long-range Wi-Fi connection right into a wired one by utilizing your own home’s electrical community, making it far more steady and fewer susceptible however with the identical if not higher vary and energy.”

These sentences endure from their makes an attempt to cowl an excessive amount of floor. They leap by way of a number of layers of advantages and causes and examples. By splitting them as much as make clear the relationships between concepts, we are able to extra simply digest the data:

✅ “A sturdy order administration resolution may embody buyer engagement capabilities to assist retention, loyalty and advocacy. Surveys and social media evaluation instruments present one of the best view of your clients.”

✅ “An influence-line adapter turns a long-range Wi-Fi connection right into a wired one by utilizing your own home’s electrical community. It improves your Wi-Fi’s stability, vary and energy whereas lowering vulnerability. Plus, it’s simple to arrange.”

Making Each Phrase Depend

We might not catch each pointless phrase or rambling rationalization in our writing. However so long as we intention to make each phrase rely, we’re on the correct path to creating every bit of content material rely.

Fortunately, writers aren’t alone in our quest for conciseness. Instruments like Grammarly and Hemingway Editor exist to assist us discover and repair the fluff. Look out for strategies as you write or plug your first draft into both instrument and see what it catches. Chances are high, your unedited writing will probably be lit up with useful strategies.

If fluff represents the empty energy of writing, consider impactful copy because the nutrient-dense superfood. As readers devour your content material, they’ll digest high-value insights in each chunk. Speak about meals for thought!