Copyblogger’s COPYWRITING 101: p.59
Copyblogger’s Guide to Effective Online Copywriting “Style”
Do NOT mix metaphors
Example: Saying that Product X “sings” when it’s used properly – but “sinks” if it’s misused…
That will distract your readers by making them picture Product X as a Broadway singer (“sings”) and a cannonball (“sinks”) – and there’s no way the product can be BOTH things at the same time!
*You can stick to maybe one metaphor or the other, but never both in a single phrase/sentence.
The end goal with your copy: To contain simple word selections & language
Delete any words that can be left out and the text will sound the same – since those are really just “window dressing.”
Make every word connect, being able to tell a part of the whole message.