Learn how to strip away filler words, save your company money, and get down to the essentials that will keep audiences coming back for more. Marcia introduces a technique for eliminating filler words (and sentences and paragraphs) and creating more engaging text. This technique takes the guesswork out of concise writing by showing exactly what to look for. Once you’ve got this technique down, you’ll know how to do the following:
*Increase keyword density
* Cut translation costs
* Polish your writing to a 24-carat, attention-getting luster
We'll even use a spreadsheet to “do the math” in real time, showing how much tight writing can cut translation costs.
5. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
What does concise mean (and not mean)?
Why do I care?
What we’ll cover
6. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
What does concise mean (and not mean)?
Why do I care?
How can I write more concisely?
What we’ll cover
7. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
What does concise mean (and not mean)?
Fast,
pain-free
technique
Why do I care?
How can I write more concisely?
What we’ll cover
13. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Most often I talk about content
as text because text is
everywhere … text is different …
text is messy as hell.”
—Kristina Halvorson
Content Strategy for the Web
19. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“A good speech
[read, your text]
should be like a
woman's skirt;
long enough to
cover the subject
and short enough
to create interest.”
—Winston Churchill
31. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
Minimal
32. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
No more
Minimal
33. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Enough to meet your
audiences’ needs
Enough to accomplish
your purpose
No more No less
Minimal
34. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Write Tight(er):
ATime-Saving, Pain-Free
Technique for SellingYourself,
Your Company, or
Your Products through
Your Words
35. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Audience needs:
“What’s in it for me?”
Write Tight(er):
ATime-Saving, Pain-Free
Technique for SellingYourself,
Your Company, or
Your Products through
Your Words
36. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Audience needs:
“What’s in it for me?”
My purpose:
Get you here
Write Tight(er):
ATime-Saving, Pain-Free
Technique for SellingYourself,
Your Company, or
Your Products through
Your Words
37. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
No more
Audience needs:
“What’s in it for me?”
My purpose:
Get you here
Write Tight(er):
ATime-Saving, Pain-Free
Technique for SellingYourself,
Your Company, or
Your Products through
Your Words
38. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
No more No less
Audience needs:
“What’s in it for me?”
My purpose:
Get you here
Write Tight(er):
ATime-Saving, Pain-Free
Technique for SellingYourself,
Your Company, or
Your Products through
Your Words
47. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Why do I care?
“Usability was dramatically
higher for the concise
version [of the website]—
58% better.”
—Jakob Nielsen
www.nngroup.com/articles/how-users-read-on-the-web
48. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Why do I care?
“Usability was dramatically
higher for the concise
version [of the website]—
58% better.”
—Jakob Nielsen
www.nngroup.com/articles/how-users-read-on-the-web
52. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Cheaper to translate
Easier to understand
Why else do I care?
More engaging
53. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Cheaper to translate
Easier to understand
Why else do I care?
More engaging
More useful on small screens
60. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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.
68. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
You may need a loan.
words6
69. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
You may need a loan.
words6
5 words
70. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
You may need a loan.
words6
5 words
71. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
You may need a loan.
words6
5 words
1 word
72. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
You may need a loan.
words6
5 words
1 word
73. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
You may need a loan.
words6
5 words
1 word
74. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
You may need a loan.
words6
5 words
1 word
75. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
You may need a loan.
words6
5 words
1 word
1 sentence, 1 language
76. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
You may need a loan.
words6
5 words
1 word
1 sentence, 1 language
77. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 1 language
1 sentence, 1 language
78. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 1 language
1 sentence, 1 language
79. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
$ 2,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 1 language
1 sentence, 1 language
80. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
$ 2,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
10,000 sentences,* 1 language
1 sentence, 1 language
81. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
$ 2,500.00
$ 62,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
10,000 sentences,* 1 language
1 sentence, 1 language
82. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
You may be needing a loan.
How much can a word cost?
Translation cost (or savings):
$ 0.25
* the size of a Harry Potter novel
$ 2,500.00
$ 62,500.00
You may need a loan.
words6
5 words
1 word
10,000 sentences,* 25 languages
10,000 sentences,* 1 language
1 sentence, 1 language
87. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
88. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
89. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
Full price
90. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match Full price
91. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match Full price
Pay less
92. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match
“perfect” match
Full price
Pay less
93. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
per word? How so?
Close enough
Varies with the language
Depends on the translation memory (database)
unrecognized word
“fuzzy” match
“perfect” match
You still pay!
Full price
Pay less
99. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Whether or not you translate,
whatever size your page or screen,
you owe it to yourself to ask …
103. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Dump these words!*
*unless you need them
Fast,
pain-free
technique
104. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
weak be-verbs (is, was, were, will be, have been, am, are)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
105. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
106. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
weak be-verbs (is, was, were, will be, have been, am, are)
-ly words (& other vapid adverbs)
very, such, so (& other empty intensifiers)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
107. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
108. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
109. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
110. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
111. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
112. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
113. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
114. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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)
Dump these words!*
*unless you need them
Fast,
pain-free
technique
115. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
116. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
117. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
118. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
119. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
120. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
121. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
Fast,
pain-free
technique
I cover
the rest
in my
workshop.
132. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
be-verb. Any form of the verb to be—
namely, am, are, be, been, being, is, was,
and were—whether used as an auxiliary
verb or as a main verb.
—Bryan Garner
Garner’s Modern American Usage
141. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
142. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
143. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
144. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Bias tape has the advantage of being able
to be applied smoothly around curves as
well as straight.”
156. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“A scheme of which every part promises
delight can never be successful.”
—Jane Austen, Pride and Prejudice
157. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“A scheme of which every part promises
delight can never be successful.”
—Jane Austen, Pride and Prejudice
168. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Write when there is
something that you know;
and not before; and not
too damned much after.”
—Ernest Hemingway,
Death in the Afternoon
169. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Write when there is
something that you know;
and not before; and not
too damned much after.”
—Ernest Hemingway,
Death in the Afternoon
175. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“What was found was that access
points on maps were not reflective
or accurate for where they are.”
176. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“What was found was that access
points on maps were not reflective
or accurate for where they are.”
177. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“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)
178. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“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)
179. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“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—
180. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“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 (most) be-verbs.
182. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
183. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
Dump these words!*
*unless you need them
I cover
the rest
in my
workshop.
184. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Word
count
Cost to
translate into
1 language 25 languages
x 10,000
sentences
(Harry Potter
novel)
BEFORE Your original text here with
more words than you need. 10 $2.50 $62.50 $625,000.00
AFTER Your tighter text here. 4 $1.00 $25.00 $250,000.00
Savings 60% $1.50 $37.50 $375,000.00
185. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Elizabeth Rich
Director of Digital Content
Produce Marketing Association
186. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
BEFORE Write when there is
something that you know;
and not before; and not too
damned much after.
AFTER Write when you know
something; and not before;
and not too damned much
after.
187. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Word
count
BEFORE Write when there is
something that you know;
and not before; and not too
damned much after. 17
AFTER Write when you know
something; and not before;
and not too damned much
after. 14
Savings 18%
188. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Word
count
Cost to
translate into
1 language
BEFORE Write when there is
something that you know;
and not before; and not too
damned much after. 17 $4.25
AFTER Write when you know
something; and not before;
and not too damned much
after. 14 $3.50
Savings 18% $0.75
189. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Word
count
Cost to
translate into
1 language 25 languages
BEFORE Write when there is
something that you know;
and not before; and not too
damned much after. 17 $4.25 $106.25
AFTER Write when you know
something; and not before;
and not too damned much
after. 14 $3.50 $87.50
Savings 18% $0.75 $18.75
190. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
Word
count
Cost to
translate into
1 language 25 languages
x 10,000
sentences
(Harry Potter
novel)
BEFORE Write when there is
something that you know;
and not before; and not too
damned much after. 17 $4.25 $106.25 $1,062,500.00
AFTER Write when you know
something; and not before;
and not too damned much
after. 14 $3.50 $87.50 $875,000.00
Savings 18% $0.75 $18.75 $187,500.00
196. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Content is something you
can run an ad alongside of.”
—Nora Ephron, I Remember Nothing
197. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Content is something you
can run an ad alongside of.”
—Nora Ephron, I Remember Nothing
198. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Content is something you
can run an ad alongside of.”
—Nora Ephron, I Remember Nothing
199. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Content is something you
can run an ad alongside of.”
—Nora Ephron, I Remember Nothing
content
200. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
“Content is something you
can run an ad alongside of.”
—Nora Ephron, I Remember Nothing
content ads
218. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
219. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
220. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
And that’s just
the a’s.
221. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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
222. #ConfabMN @MarciaRJohnston Write Tight(er) www.Writing.Rocks
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