How to write without fluff and answer the customer's questions
LightSEO · Content
How to write without fluff and answer the customer's questions
Fluff in a text is a missing answer dressed up as style. If you can delete a paragraph and nothing changes, it was fluff.
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"in today's world" intros
Techniques
Three ways to remove fluff
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The deletion test
Remove the paragraph. If the meaning stays the same, it was unnecessary.
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Specifics instead of judgments
Write "holds 120 kg" instead of "quality material". Write "1–2 days" instead of "fast delivery".
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A question before every paragraph
Before each block, ask yourself: which customer question does it answer? No question – no paragraph.
Fluff templates
Phrases that mean nothing
"In today's world, it is hard to imagine…" A classic intro you can delete from any text without losing anything.
"Our store offers a wide range…" Every competitor writes the same thing. It answers nothing and only fills space.
"Quality products at affordable prices". A judgment without proof. Replace it with specifics: warranty, brands, price range.
Source
Where to find substance instead of fluff
Questions from chats and calls. What people actually ask about is exactly what your website is missing.
Reasons for returns. If a product keeps coming back for the same reason, the description should address it.
Do the texts on your website say nothing?
We will rewrite them so they answer the buyer's questions and nudge them toward placing an order.
