Eliminate Will

Seductive Selling has a great tip
on cleaning up sales copy.

Their suggestion?

Eliminate the word ‘will’.
Will is not a filler word.
It is worse than that.
Will implies work.
It implies that the prospect
has to do something
to make the product work.

An example?
Brushing your teeth will reduce cavities.
vs
Brushing your teeth reduces cavities.
Which is the stronger sentence?
Clearly the second.

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Categorized as Marketing