Avoid Stop Signs in Your Marketing Copy: Edit Carefully
Have you ever been reading along and run into a stop sign?
They make you lose track of what you were reading while you go back to re-read the last sentence and think “Huh?”
The one I found today wasn’t a major thing – but it was enough to make me stop. And I’m sure I know just how it happened. The write made some edits and changes before submitting the article. But he didn’t quite finish.
Here’s what I read: “There is still a huge backlog of these cases or foreclosures that have never been brought forward yet,” The sentence would have been fine if the writer had left off the word “Yet.” It would also have been fine if he had said “that have not been brought forward yet.” But “Have never been brought forward yet” was jarring.
Before you submit an article or a blog post – proof read your copy. See if there’s a word or two stuck in there that needs to come out.