Unlocking Tone of Voice: A Beginner's Handbook by The SEO Works - HTML preview
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Eliminate unnecessary words
and phrases
Marie Kondo, famous for organising, has a method for decluttering that consists of gathering all of your belongings and keeping only the things that “spark joy”.
The same goes for copywriting. Look out for unnecessary words and phrases.
If it won’t spark joy in your reader, just get RID.