Good Writing: Stop Waffling Around (Part 3)

Before we get into this blog, I recommend reading part one and two of the series. All three blogs are about taking your marketing copy to the next level and keeping clients glued to the screen. Let's proceed.

If your marketing isn’t making people whip out their wallets, I’ve got one word for you:

Boring.

And the quickest way to bore your audience to tears? Waffling.

What’s that? Never heard of it? You’ll recognize it when you see it—and once you do, you’ll spot it everywhere, like glitter after a kid’s art project. Let’s dive in and obliterate this silent sales killer.

What’s Waffling (and Why It’s Wrecking Your Copy)?

Here’s a classic example:

"The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.’"

Yawn.

Or this gem:

"I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses."

Snore.

These sentences are the linguistic equivalent of wet noodles. Passive. Weak. Utterly forgettable.

You’re not here to noodle around. You’re here to cut through the noise. And you won’t do that by whispering.

From Wet Noodles to Sharp Chainsaws: The Fix

Let’s slice through the fluff with active, punchy language.

Example #1:

Before: "The meeting will be held at five and what will be discussed is ‘the sorry state of business writing.’"

After: "Meeting’s at five. Topic: ‘Why most business writing sucks.’"

Example #2:

Before: "I’m reaching out to you because we've been in the process of developing a new marketing system geared towards the generation of leads for home service businesses."

After: "We help home service businesses get more leads. Interested?"

Example #3:

Before: "I know you’re probably busy and I don’t want to take too much of your time since your schedule is probably packed."

After: Nothing. That sentence doesn’t need to exist. Why waste words reminding someone they’re busy? Just get to the point.

Say Goodbye to Passive Language

Waffling is what happens when you’re afraid to take up space. It’s timid, cautious, and downright forgettable.

Instead, write like you’re kicking down doors. Say what you mean. Make it punchy, make it clear, and make it impossible to ignore.

Action Step: How to Kill Waffling in Your Copy

1. Write like you talk. If you wouldn’t say it out loud to a friend, don’t write it.

   
   

2. Slash the fluff. Pretend every word costs you $100. Would you still keep it in?

   
   

3. Be bold. Clarity beats cleverness every time.

   
   

Ready to Dominate?

If your marketing isn’t captivating your audience and making them crave more, it’s time to fix it. Let’s rewrite, reframe, and revolutionize how you communicate.

P.S. Want me to help you kill the waffle for good and keep your audience glued to the screen? Let’s talk. I’ll review your marketing, create a custom strategy, and share exactly how to fix the fluff—for free. No hard sell. No pressure.

Click here to claim your free consultation.

Your audience will thank you.