Are your sentences like the Energizer Bunny?

They go on and on. Just because you?re conveying legal or complex technical information, doesn?t mean you have to use serpentine sentences that never seem to end. Instead of saying ?Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the form of electromagnetic waves.? Break up and re-phrase: ?Laser beams have many properties that distinguish them from ordinary light. They are produced when atoms emit energy in the form of electromagnetic waves.?

Go short and sweet.

Why use a 4- to 5-word phrase when a 1- to 2-word version will do nicely?with no loss in meaning? Statements like ?in view of the fact that? can be easily reduced to ?since? or ?because.? Word economy is particularly important, especially when you?re paying for premium ad space in a major publication.

Don?t overstate the obvious.

Redundancy is good for space travel, but not for clear writing. Phrases like "anticipate in advance," "totally finished," or "vital essentials" will drive your readers crazy and communicate very little. The same goes for stringing two or more synonyms together like "thoughts and ideas" or "actions and behavior.? It makes readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym.

About The Author

Alex Kecskes is a former ad agency Copy Chief who provides a full range of copywriting services to agencies and Fortune 500 companies. For samples and more information, please visit: www.akcreativeworks.com

akcreativeworks@cox.net