It’s Time to Kill Your Darlings
Keep What’s Relevant; Get Rid of the Rest
During the process of writing, you’re likely to type out a word or phrase that just feels right. You like the way it sounds, and it becomes a shining spot in the piece. It’s a “darling.”
But what happens during the editing process when your darlings come up against the axe?
More than a few great copywriters have worked around these sentimental words and phrases, to the detriment of their message.
Sometimes, a darling isn’t destined for the final draft.
Saying goodbye to great copy
It’s never easy to cut a clever bit of wordplay from your copy or strike a ten-dollar word from the text. But often, it’s necessary to clear away these darlings to make way for the message.
If that’s the case, don’t fight it—remember that the message depends on the delivery, which needs to be direct.
If you find yourself saying goodbye to great copy, consider how you can repurpose your darlings instead.
Consider banking a turn of phrase for later or repurposing a clever sentence for a different piece of content.
Don’t waste your wit!
Don’t lose the message in flowery text
The main reason many copywriters need to kill their darlings is because they detract from the message. If you get too witty or wordy, your reader might have a hard time keeping up.
Keep it simple and avoid taking the reader on a tangent.
If it deviates too far from the message or distracts the reader, your darling is destined for the scrap heap.
Want more tips on how to write with prose?
Join our Copywriting 101 Course and learn how to moderate your witticisms, so you can keep your copy on-message, without compromising on your flair for delivery.