As a proofreader, one of the things I’m always on the lookout for is unnecessary or repetitive language. It clutters up the page, dilutes the clarity of your message, and bores readers. The editing term for this sort of superfluous verbiage is “redundancy”, but you can think of it simply as bad writing. 

While using as few words as possible to say what you mean might seem like common sense, it doesn’t always come naturally to writers. That’s why I’ve outlined four rules you can follow to help ensure your writing is clean and concise. 

1. Replace phrases with words

Tedious multi-word phrases are a prime example of redundant writing. If you can replace the phrase with a single word and leave the meaning unchanged, you should probably do so. 

Here are a few examples: 

• because, not due to the fact that
• to, not in order to
• regularly, not on a regular basis
• if, not in the event that
• many, not a large number of
• can, not has the potential to
• during, not in the course of

Before you publish content, scan your writing for phrases like this. If you spot a particularly long-winded expression, ask yourself why you worded it like that. If you don’t have a good answer, it may be worth taking another pass. 

2. Delete redundant words

Avoid using multiple words to convey the same information. This can occur when the meaning of one word overlaps with another (in technical terms, this is referred to as a “semantic pleonasm”). 

Take these examples: 

• Customers will receive a free gift with every purchase. 
• Inflation could interfere with your future plans. 
• The final outcome was surprising. 

In each of these sentences, the words in bold overlap semantically, making the combination redundant. 

By definition:

• Gifts are free
• Plans concern the future
• Outcomes are final. 

Getting rid of these unnecessary words will make your writing easier to read.

You should also watch out for unnecessary function words that don’t have a grammatical purpose and only serve to bulk out your writing. 

For example: 

• Assets outside of your estate do not contribute to your Inheritance Tax liability.
• We believe that interest rates will rise. 
• Consider whether or not you need life insurance. 
• This policy applies to investors and to pension holders. 
• If inflation rises, then bond prices may fall. 

In the sentences above, the bolded words can all be omitted because the syntactic logic of the sentence is already clear. Individually, these minor edits might not seem like they move the needle, but applied across entire articles or newsletters, they can make your writing much more readable. 

3. Use adverbs sparingly

I don’t want to suggest a moratorium on the use of all adverbs, but a good rule of thumb is to use them only when they add essential meaning to your sentences. Used carelessly, adverbs can feel vague and imprecise, and detract from the authority of your writing. 

Take the following examples: 

• The recent stock market volatility was very significant. 
• Our advisers will carefully scrutinise your pension arrangements.

Here, the words in bold either serve as needless intensifiers (logically, there are no gradations of significance) or simply echo the meaning of the verb (scrutiny is inherently careful). 

Bottom line: if the meaning of your sentence would remain the same after an adverb has been removed, it’s probably safe to delete it. 

4. Change negatives to positives

Negative constructions tend to require more words than positive ones. This is because they express ideas indirectly. 

Here are a few examples: 

• failed, not did not succeed
• few, not not many
• lacked, not did not have
• common, not not uncommon 

When you’re reviewing your writing, look for sentences that rely on not, no, or another negative construction. Can you rewrite them as direct positive statements while conveying the same meaning? If you can, consider doing so. It will shorten your word count and make your writing easier for readers to process. 

Get in touch

Here at Yardstick, we understand that your readers’ time is valuable. That’s why we pride ourselves on delivering clear and concise work that doesn’t outstay its welcome. If you’re looking for help with your newsletters, brochures, or social media posts, get in touch. 

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out what we can do for you.