Drafting a client’s launch campaign copy this afternoon, I found myself typing those dreaded four words into a sentence without even noticing. It was as if I was in a trance, as if my brain didn’t even need to engage my fingertips to find it on the keys. It was there before I knew it. And my stomach turned at the sight of it.
Copywriters, content creators, bloggers, marketers around the world, let’s unite in banishing this phrase so that we never have to read it again.
Here are some suggestions of alternatives so we don’t have to resort to it again. Now more than ever, we owe it to readers. Now more than ever.
If none of these work for you (which is highly possible as writing isn’t just about picking phrases off a shelf), it’s worth going back to what you’re writing and thinking hard about what you’re trying to say, what your reader needs to know and how to build a strong connection with them.
Do that and you’ll find the answer to how to make your copy work. And I guarantee the phrase ‘now more than ever’ won’t be it.
Rant over. Now back to work.
In the September twilight at Bream Cove we were joined by marine biologist and filmmaker Inka Cresswell, author Wyl Menmuir, freediver Emma Harper, and writer and broadcaster Octavia Bright. Read and listen to a snapshot of the compelling coastline conversations from the evening...