Enough with the fluff

We know it when we see it: A writer’s attempt to sound smarter or make an article longer by adding fluff phrases. I estimate that these phrases make up at least 30 percent of the content I edit.

The problem with all this fluff? It drives our readers away because many of them strive to read as little as possible of the messages we publish. Unnecessary phrases add to the noise readers are trying to filter out.

Below are a few fluff phrases that — in most cases — can be eliminated from your content:

  1. As a matter of fact
  2. As you may already know
  3. At the present time/At this point in time
  4. Basically
  5. Because of the fact that
  6. During the course of
  7. For all intents and purposes
  8. For the purpose of
  9. Generally
  10. Given the fact that
  11. In case you haven’t heard
  12. In light of the fact that
  13. In my opinion
  14. In regard to
  15. In the event that
  16. In the process of
  17. It has come to my attention
  18. It is believed by many that
  19. It is designed to
  20. It is interesting to note that
  21. It is well known that
  22. It may be said that
  23. Needless to say
  24. Please be advised that
  25. That said
  26. The fact of the matter
  27. We have every intention

How about you, PR Daily readers? Do you have any other extraneous phrases to add to the list?

This article was first published on Ragan Communication’s PR Daily.

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