What’s the opposite of wasting words?

There’s no point writing something if you’d never say the opposite.

Passionate about customer service? Would anyone in your industry say they didn’t care about customer service? No, so you’ve wasted the little time a reader will give you with something they’d already taken for granted.

The answer is to show not tell.

If you’re really passionate about customer service, you must have some proof. Perhaps you’ve added more operators in your call centre so I never have to hear that my call is important to you (just not enough to answer it). Or you ship faster or you have a higher net promoter score…

If you don’t have anything, find a claim you can prove. It’ll be more powerful than wasting time on a given.

>> We have copywriting tips for websites here, if you’re looking for more suggestions for improving your writing