Next, I’ll cut copy from longer sentences and phrases to form concise messaging (i.e., “tightening it up,” if you will) without detracting from its overall meaning.
Let’s review an example:
The increasing complexities inherent in today’s business world demand a mastery of communications to excel operational efficiencies across an enterprise in order for intended recipients to necessitate the requisite understanding of a product’s functions, features and benefits.
Which could be rewritten simpler as:
It’s important for B2B marketers to convey messaging in the most effective manner possible in order for it be fully understood by its intended audience.
In my (albeit humble) professional opinion, there’s absolutely no reason to generate copy simply for the sake of hitting a predetermined word count when you can succinctly convey the message in fewer words. As has been covered in this very blog space before, Americans’ attention spans are getting shorter. Messaging of all types and genres are vying for reader attention and engagement; marketers are constantly devising ways to entice readers. But when readers do engage, how long are they staying on that URL? Verbose copy or lengthy introductory paragraphs that bury story leads are akin to giving a lost traveler a map that’s written in a foreign language: it might eventually be helpful — but they also may consider it’s just not worth their time or effort to try.
My point is this: in a world where time is money, a good editor who can “make it read better” can increase your content ROI simply by trimming some of your FAT.