Copywriting for Social Media, Websites, and Business – Part Three
The Art of Saying Nothing
“A tale told by an idiot, full of sound and fury, signifying nothing.”
This famous line from Macbeth by William Shakespeare, who never actually composed any copy for the web, could nonetheless apply to so much of the text we all come across from time to time when surfing the internet.
How many times have you encountered the meaningless phrase ‘second to none’, which kind of implies that you are second to zero, something which isn’t all that impressive in any setting. Maybe you work in a very technical field in science or medicine and you insist on telling people that your personnel are ‘highly trained and fully qualified’? Let’s be honest, wouldn’t you expect such expertise if you are looking for someone who is a specialist in a certain type of surgery, intricate medical or scientific procedure? Many websites advertise that the company employs not only the right staff, but that they have ‘the very latest technology’ or ‘up to date equipment’. Again, wouldn’t you be expected to have that if you were claiming to be one of the leading experts in your particular field?
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