{"id":15984,"date":"2023-04-10T01:00:44","date_gmt":"2023-04-10T05:00:44","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=15984"},"modified":"2024-01-01T08:38:30","modified_gmt":"2024-01-01T12:38:30","slug":"marketing-fluff","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/","title":{"rendered":"Why cut the marketing fluff from your web page?"},"content":{"rendered":"<h2>Hype reduces reading, sharing \u2014 even sales<\/h2>\n<p>When &#8220;king of usability&#8221; Jakob Neilsen cut the fluff from a web page about Nebraska, <a class=\"locked\" href=\"https:\/\/revvingupreadership.com\/2018\/04\/neutral-web-copy-boosts-usability\/\" target=\"_blank\" rel=\"noopener noreferrer\">the neutral web page was 27% more useful<\/a>.<\/p>\n<figure id=\"attachment_32140\" aria-describedby=\"caption-attachment-32140\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32140\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/marketing-fluff-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"marketing-fluff\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Cut the fluff online&lt;\/strong&gt; Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/five-vintage-tin-signs-on-white-1889480902&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by zerbor&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" alt=\"Marketing fluff\" title=\"Marketing fluff\" width=\"450\" height=\"300\" class=\"size-full wp-image-32140 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32140\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/marketing-fluff-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"marketing-fluff\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Cut the fluff online&lt;\/strong&gt; Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/five-vintage-tin-signs-on-white-1889480902&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by zerbor&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\" alt=\"Marketing fluff\" title=\"Marketing fluff\" width=\"450\" height=\"300\" class=\"size-full wp-image-32140\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32140\" class=\"wp-caption-text\"><strong>Cut the fluff online<\/strong> Nobody loves a fluffy web page. Cut the hyperbole online. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/five-vintage-tin-signs-on-white-1889480902\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by zerbor<\/em><\/a><\/figcaption><\/figure>\n<p>That is, web visitors were 27% more likely to be able to read the neutral version faster, understand it better, remember it longer and enjoy it more.<\/p>\n<p>Online, hyperbole not only reduces usability. It also:<\/p>\n<h3>1. Reduces reading.<\/h3>\n<p>\u201cMarketese\u201d reduces web page reading, according to Kara Pernice, Kathryn Whitenton and Jakob Nielsen in <em>How People Read on the Web<\/em>.<\/p>\n<h5>\u201cMarketese\u201d reduces web page reading.<\/h5>\n<h6>\u2014 Kara Pernice, Kathryn Whitenton and Jakob Nielsen in <em>How People Read on the Web<\/em><\/h6>\n<p>Put that web page on a smartphone, and you make matters worse. Although killing time is the No. 1 activity we perform on mobile devices, <a href=\"https:\/\/www.nngroup.com\/articles\/condense-mobile-content\/\" rel=\"noopener noreferrer\" target=\"_blank\">Neilsen writes<\/a>, \u201cmobile users are in a hurry and get visibly angry at verbose sites that waste their time.\u201d<\/p>\n<p><strong>Fluff is for pillows, not for web pages<\/strong> Marketing fluff reduces reading online.<\/p>\n<h3>2. Slashes SEO.<\/h3>\n<p>Cram your web page with adjectives and adverbs, and you&#8217;ll reduce your keyword density and along with it your Google juice.<\/p>\n<p>After all, asks Barbara Krause, vice president of corporate communications at Krause Taylor &amp; Associates, how many people would look for &#8220;custom designed sports footware&#8221; when &#8220;running shoes&#8221; would suffice?&#8221;<\/p>\n<h3>3. Decreases sharing.<\/h3>\n<p>In <em>The Elements of Style<\/em>, Strunk and White famously advise: \u201cWrite with nouns and verbs, not with adjectives and adverbs.\u201d<\/p>\n<figure id=\"attachment_24254\" aria-describedby=\"caption-attachment-24254\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24254\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/spread-the-word-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"spread-the-word\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" alt=\"Spread the word\" title=\"Spread the word\" width=\"600\" height=\"338\" class=\"size-full wp-image-24254 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word-300x169.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24254\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/spread-the-word-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" data-orig-size=\"600,338\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"spread-the-word\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" tabindex=\"0\" role=\"button\" style=\"\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png\" alt=\"Spread the word\" title=\"Spread the word\" width=\"600\" height=\"338\" class=\"size-full wp-image-24254\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/spread-the-word-300x169.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-24254\" class=\"wp-caption-text\"><strong>Spread the word<\/strong> Verbs and nouns get shared on Facebook more often than average; adjectives and adverbs get shared less often than average. <em>Image by Ann Wylie<\/em><\/figcaption><\/figure>\n<p>Turns out <a href=\"https:\/\/web.archive.org\/web\/20100628140100\/http:\/\/danzarrella.com\/writing-for-facebook-use-nouns-and-verbs.html\" rel=\"noopener noreferrer\" target=\"_blank\">Strunk &amp; White were right<\/a>, says viral marketing scientist Dan Zarrella. <\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/adjectives-and-adverbs\/\" target=\"\" rel=\"noopener noreferrer\">Adjectives and adverbs<\/a> don\u2019t perform as well on Facebook as nouns and verbs, Zarrella learned by analyzing his Facebook data set to study the relationship between parts of speech and Facebook sharing. Specifically:<\/p>\n<ul>\n<li><strong>Verbs<\/strong> get shared most often.<\/li>\n<li><strong>Nouns<\/strong> get shared a little more than average.<\/li>\n<li><strong>Adjectives<\/strong> get shared a little less often than average.<\/li>\n<li><strong>Adverbs<\/strong> get shared least often.<\/li>\n<\/ul>\n<h5>Verbs and nouns get shared on Facebook more often than average; adjectives and adverbs get shared less often than average.<\/h5>\n<h6>\u2014 Dan Zarrella, viral marketing scientist<\/h6>\n<h3>4. Dampens sales.<\/h3>\n<p>What convinces people to do business with your website? According to research by the Nielsen Norman Group, it&#8217;s facts, not fluff:<\/p>\n<ol>\n<li>Level of detail: 41%<\/li>\n<li>Layout: 16.7%<\/li>\n<li>Visual design: 14.5%<\/li>\n<li>Features: 8.2%<\/li>\n<li>Tone: 6.8%<\/li>\n<li>Deals: 4.4%<\/li>\n<li>Price: 3.8%<\/li>\n<li>Can\u2019t be classified: 2.7%<\/li>\n<li>Brand: 1.9%<\/li>\n<\/ol>\n<p>\u201cVisitors overwhelmingly prefer detail. But they don\u2019t want to be overwhelmed by it,\u201d says Kate Meyer, user experience specialist with Nielsen Norman Group.<\/p>\n<figure id=\"attachment_24251\" aria-describedby=\"caption-attachment-24251\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/fact-not-fluff.png\" alt=\"Fact, not fluff\" title=\"Fact, not fluff\" width=\"600\" height=\"300\" class=\"size-full wp-image-24251 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" style=\"\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/fact-not-fluff.png\" alt=\"Fact, not fluff\" title=\"Fact, not fluff\" width=\"600\" height=\"300\" class=\"size-full wp-image-24251\" \/><\/noscript><figcaption id=\"caption-attachment-24251\" class=\"wp-caption-text\"><strong>Fact, not fluff<\/strong> Level of detail is the No. 1 way sites convince visitors to use their products and services. <em>Image by Ann Wylie<\/em><\/figcaption><\/figure>\n<p>They prefer detail, and they eschew fluff. <\/p>\n<p>\u201cThe more florid the descriptions, the more users tune them out and go elsewhere. Sadly, the web is so smothered in vaporous content and intangible verbiage that users simply skip over it,&#8221; Nielsen writes. <\/p>\n<p>&#8220;The more bad writing you push on your users, the more you train them to disregard your message. Useless content doesn\u2019t just annoy people; it\u2019s a leading cause of lost sales.\u201d<\/p>\n<h5>&#8220;Useless content doesn\u2019t just annoy people; it\u2019s a leading cause of lost sales.\u201d<\/h5>\n<h6>\u2014 Jakob Nielsen, principal, Nielsen Norman Group<\/h6>\n<h3>5. Cuts usability.<\/h3>\n<p>Nielsen is a big believer in neutral language. But when he found that his objective Nebraska rewrite was 27% more usable than the fluffy one, even he was surprised by the ROI. <\/p>\n<h5>Neutral language in one study increased web page usability by 27%.<\/h5>\n<h6>\u2014 Jakob Nielsen, principal, Nielsen Norman Group<\/h6>\n<p>So he pondered what could be causing the difference. Here&#8217;s what he came up with:<\/p>\n<p>\u201cPromotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts. <\/p>\n<p>&#8220;When people read a paragraph that starts \u2018Nebraska is filled with internationally recognized attractions, \u2019 their first reaction is \u2018no, it\u2019s not,\u2019 and this thought slows them down and distracts them from using the site.\u201d <\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Hype reduces reading, sharing \u2014 even sales<\/p>\n","protected":false},"author":6,"featured_media":32140,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[295],"tags":[245,521],"class_list":{"0":"post-15984","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-phrase-tighteners","8":"tag-modifiers","9":"tag-web-pages","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why cut the marketing fluff from your web page?<\/title>\n<meta name=\"description\" content=\"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why cut the marketing fluff from your web page?\" \/>\n<meta property=\"og:description\" content=\"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ann.wylie.33\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-10T05:00:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-01T12:38:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-fb.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Wylie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Why cut the marketing fluff from your web page?\" \/>\n<meta name=\"twitter:description\" content=\"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-tw.png\" \/>\n<meta name=\"twitter:creator\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:site\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Wylie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\"},\"author\":{\"name\":\"Ann Wylie\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\"},\"headline\":\"Why cut the marketing fluff from your web page?\",\"datePublished\":\"2023-04-10T05:00:44+00:00\",\"dateModified\":\"2024-01-01T12:38:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\"},\"wordCount\":715,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\",\"keywords\":[\"modifiers\",\"web pages\"],\"articleSection\":[\"Phrase tighteners\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\",\"url\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\",\"name\":\"Why cut the marketing fluff from your web page?\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\",\"datePublished\":\"2023-04-10T05:00:44+00:00\",\"dateModified\":\"2024-01-01T12:38:30+00:00\",\"description\":\"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png\",\"width\":450,\"height\":300,\"caption\":\"Cut the fluff online Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. Image by zerbor\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.wyliecomm.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Writing and editing\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Concise Writing\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/concise-writing-tips\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Phrase tighteners\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/concise-writing-tips\/phrase-tighteners\/\"},{\"@type\":\"ListItem\",\"position\":5,\"name\":\"Why cut the marketing fluff from your web page?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wyliecomm.com\/#website\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"name\":\"Wylie Communications, Inc.\",\"description\":\"Writing workshops, communication consulting and writing services\",\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wyliecomm.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\",\"name\":\"Wylie Communications Inc.\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"width\":300,\"height\":300,\"caption\":\"Wylie Communications Inc.\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/WylieCommunications\",\"https:\/\/x.com\/AnnWylie\",\"https:\/\/www.instagram.com\/wyliecomm\/\",\"https:\/\/www.linkedin.com\/company\/wylie-communications-inc-\",\"https:\/\/www.pinterest.com\/wyliecomminc\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\",\"name\":\"Ann Wylie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"caption\":\"Ann Wylie\"},\"description\":\"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.\",\"sameAs\":[\"https:\/\/www.facebook.com\/ann.wylie.33\",\"https:\/\/x.com\/AnnWylie\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why cut the marketing fluff from your web page?","description":"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/","og_locale":"en_US","og_type":"article","og_title":"Why cut the marketing fluff from your web page?","og_description":"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.","og_url":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/","og_site_name":"Wylie Communications, Inc.","article_publisher":"https:\/\/www.facebook.com\/WylieCommunications","article_author":"https:\/\/www.facebook.com\/ann.wylie.33","article_published_time":"2023-04-10T05:00:44+00:00","article_modified_time":"2024-01-01T12:38:30+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-fb.png","type":"image\/png"}],"author":"Ann Wylie","twitter_card":"summary_large_image","twitter_title":"Why cut the marketing fluff from your web page?","twitter_description":"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.","twitter_image":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff-tw.png","twitter_creator":"@AnnWylie","twitter_site":"@AnnWylie","twitter_misc":{"Written by":"Ann Wylie","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#article","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/"},"author":{"name":"Ann Wylie","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e"},"headline":"Why cut the marketing fluff from your web page?","datePublished":"2023-04-10T05:00:44+00:00","dateModified":"2024-01-01T12:38:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/"},"wordCount":715,"commentCount":0,"publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png","keywords":["modifiers","web pages"],"articleSection":["Phrase tighteners"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/","url":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/","name":"Why cut the marketing fluff from your web page?","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png","datePublished":"2023-04-10T05:00:44+00:00","dateModified":"2024-01-01T12:38:30+00:00","description":"Cut the fluff online: Nobody loves a fluffy web page. Cut the hyperbole online.","breadcrumb":{"@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#primaryimage","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png","width":450,"height":300,"caption":"Cut the fluff online Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. Image by zerbor"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wyliecomm.com\/2023\/04\/marketing-fluff\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.wyliecomm.com\/"},{"@type":"ListItem","position":2,"name":"Writing and editing","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/"},{"@type":"ListItem","position":3,"name":"Concise Writing","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/concise-writing-tips\/"},{"@type":"ListItem","position":4,"name":"Phrase tighteners","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/concise-writing-tips\/phrase-tighteners\/"},{"@type":"ListItem","position":5,"name":"Why cut the marketing fluff from your web page?"}]},{"@type":"WebSite","@id":"https:\/\/www.wyliecomm.com\/#website","url":"https:\/\/www.wyliecomm.com\/","name":"Wylie Communications, Inc.","description":"Writing workshops, communication consulting and writing services","publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wyliecomm.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wyliecomm.com\/#organization","name":"Wylie Communications Inc.","url":"https:\/\/www.wyliecomm.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","width":300,"height":300,"caption":"Wylie Communications Inc."},"image":{"@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/WylieCommunications","https:\/\/x.com\/AnnWylie","https:\/\/www.instagram.com\/wyliecomm\/","https:\/\/www.linkedin.com\/company\/wylie-communications-inc-","https:\/\/www.pinterest.com\/wyliecomminc\/"]},{"@type":"Person","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e","name":"Ann Wylie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","caption":"Ann Wylie"},"description":"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.","sameAs":["https:\/\/www.facebook.com\/ann.wylie.33","https:\/\/x.com\/AnnWylie"]}]}},"jetpack_featured_media_url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/04\/marketing-fluff.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4rlSw-49O","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/15984"}],"collection":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/comments?post=15984"}],"version-history":[{"count":0,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/15984\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media\/32140"}],"wp:attachment":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media?parent=15984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/categories?post=15984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/tags?post=15984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}