Word Counts Count
If you were to ask me (well, anything’s possible, I suppose), ‘What’s the hardest thing about copywriting?’ I’d probably say ‘word count’.
Whether you’re writing a long or short piece, keeping within the required word count is the big challenge. It requires that you be efficient - that you ‘craft’ your writing - and that takes effort. Say you want to describe a bee on a flower: is it easier to do it without a word count, or to do it in a Haiku, with just 17 syllables? I know which I’d find more difficult. Putting more words on the page is generally the easy option.
If you’re asked to write 700 words - maybe to fit online attention spans or physical print space - you should try to stick to that. You might think the subject matter warrants more, and depending on the plan for the copy, that’s a discussion to be had. But generally, word counts matter.
Imagine now you’ve written a great article in response to that request. The only trouble is, it’s 873 words long, and you were specifically asked for 700. You face an editing challenge: you have to trim your 873 words into a 700-word version that contains the same messages or information. How do you do that?
“Read over your compositions, and wherever you meet with a passage which you think is particularly fine, strike it out,” - Dr Samuel Johnson
Before you get that far, let’s think about mitigation. Self-editing is a good habit to get into. A target word-count may seem huge, but as a way of reaching it, being wordy is always a false start, so try to be efficient as you go. Be aware of long-winded explanations or sloppy sentence construction. Don’t use three words where one (the right one, mind!) will do. Avoid repetition: make your point well, make it once, and move on. Aim to fill up that word count with valuable, to-the-point, well-crafted content.
You should always try to review your work - both during and after writing - with a critical eye. “Read over your compositions, and wherever you meet with a passage which you think is particularly fine, strike it out!” That was the advice of the renowned 18th century critic, Dr Samuel Johnson. And it’s still pretty good advice. That little flourish you were so pleased with when you first conjured it up might actually be a bit . . . well, much. (I’m not trying to curb creativity here, but let’s face it, we’re talking about copywriting: perhaps save the Gabriel Garcia Marquez stuff for later?).
So, what if this ‘self-discipline-on-the-go’ lets you down? Then you’ll probably find yourself in the position of having written too much. In that case, you need to boil it down, like a good sauce. That’s my favourite metaphor for the editing process because you want to reduce the mass but keep the essence. Your ultimate goal should be a rich, stimulating concoction that excites the senses, not a sterile, forgettable froth. Get rid of the water, but keep the flavour.
How do you reduce? Most written copy contains what I think of as ‘spare’ words (I could say ‘water’ words, but you should never over-do a metaphor). By ‘spare’ I don’t mean they’re pointless, necessarily - although they sure can be - just that they have limited bearing on the overall meaning the writer is aiming for. They might have a stylistic or tonal role; they might be part of a fun turn of phrase or a clever reference, a digression or an aside - but they’re generally not needed if you’re looking for a succinct way of conveying meaning.
When word counts count, spare words can be a luxury, an indulgence which can be easily cut. When you absolutely must edit, spare words are what you’re looking for. The more you pay attention to them while you’re writing, the less self-editing work you’ll have to do later. And it can be done. I remember dealing with writing so well crafted, with meaning so tightly woven into every part, that its structure couldn’t easily be (to use an editing term) dicked about with.
When you’re writing your own copy, be disciplined, keep it tight, and you’ll be thankful. When your eyes are on the clock, it’s far better to think ‘I only have 200 words left’ than to think ‘Damn, I’m already 200 words over’ . . .
Happy writing.
(700 words)
