Some of you have heard me say this before. Copywriting is part creative, and part science. And here's where someone who has never formally studied the human brain will tell you a thing I am 99% sure is true. When we are under pressure, it's much easier to recall something than it is to create something new. Writing our own copy puts us under tremendous pressure. So, what do we do? We recall things. Things we've been saying forever, things we hear, the language other people use in our industry, in our community, and online. But what if some of those words don't mean what we think they do to our ideal clients? Or what if they aren't our words to use? So, here is the Crisp Copy guide of words to think about scrapping during your edit. Got a great idea or suggestion? Let me know here. This Cuppa Copy minisode is brought to you by the Crisp Copy Brand Voice Development Workbook. For less than a pub lunch, this workbook will take you through - Building a Word Bank - Writing Brand + Benefit Statements so you can compel folk to read more of your website - and a series of helpful ideal client questions - the ones actually relevant to helping you write your copy Use the code: SOCRISPPODCAST to get 15% off your Brand Voice Development workbook right here. Shownotes for this episode live here.