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Mistakes amateur copywriters make

K.I.S.S.
Keep it simple stupid!


Avoid - at all costs - being over ambitious with adjectives and adverb descriptions.

We found these two gems at a recent local beer festival.

Crafted from traditional varieties of English malt, this golden ale combines an underlying depth of maltiness tinged with a subtle hint of toffee with the bold citrus and fruity spiciness of Kentish hops to produce a well balanced thirst quenching popular drink.

This 6% trans atlantic fusion IPA is light golden in colour with tropical fruits and light

caramel on the nose. The palate soon becomes assertive and resinous with the New Zealand hops balanced by the biscuit malt, The finish is aggressive and dry with the hops emerging over the warming alcohol. The fresh full-flavour natural beer is our tribute to the classic IPAs of yesteryear. The postmodern twist is the addition of amazing fruity hops giving an explosion of tropical fruit flavours and a sharp bitter finish.

Enough to drive one to drink!

Try to make your verbs describe, rather than weighing sentences down with off-putting adjectives and verbs.

Here’s an extract from a ‘Mills & Boom’ type novel

Finally, the moment we had been building up to was upon us, and passed too quickly. Breathlessly we rolled together in the now damp grass. As the last deep orange glow of the long setting sun melted into the darkness of approaching night, we lay there still entwined in an amorous embrace. I kissed her long and lovingly, and whispered reassuringly how good she had been. She tenderly and sensuously licked my ear then whispered……….

 
 
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