One of the easiest ways to tell if you are working with a beginner-level copywriter is to count how many times they use the word “that.”

Many years ago, when I was cutting my teeth as a business writer, I made the same mistake. Then my editor told me to go back over my copy and edit out every time I used the word “that.” He said it would make my copy stronger, and you know, he was right. Although the use of “that” might be grammatically correct, it is unnecessary and overused. Continue reading →