How to Revise Those Vague Phrases
It’s the primary intention of content writing: Speak to your audience. Engage them with new ideas. Articulate their problem. Make them nod their head and say “Yes!”
Yet too often writers aren’t getting specific and detailed enough to create that engagement. Vague phrases, clichés, or generalized writing won’t get your point across and will leave your readers bored and confused as to what you’re trying to tell them.
What’s one way to brighten up your content and make it more unique and engaging? Identify your vague words and phrases and replace them with specifics. Let me show you.
It All Comes Down to Word Choice
Mark Twain once said, "The difference between the almost right word and the right word is really a large matter. ’Tis the difference between the lightning bug and the lightning.” What did he mean by that? Every piece of writing is made up of words (obviously), but the words you choose will determine whether a customer wants to learn more and makes a purchase or moves on from your content entirely.
This seems simple and is very "Writing 101," but even the best of us writers slip into clichés and vague statements if we’re not careful. Yet these types of phrases don’t tell the reader anything, and won’t communicate your message, argument, or value to them in clear, precise terms.
In fact, a quick search on the definition of “cliché” (“game-changer,” “on the cutting edge”) says that it’s an overused or unoriginal phrase that has no impact. And a quick search on the definition of “idiom” (“being on the same page,” “moving the needle”) says it’s a phrase you can’t readily determine the meaning of. That’s not the type of writing you want to put in front of your audience.
Instead, as you’re writing or editing your work, critically ask, “Is there a more detailed or exact way I can say this?” or “Did I use a cliché or idiom here that can be replaced with something specific?” Granted, there are some times when using a generality, a cliché, or an idiom makes sense in context or to liven up the writing. But loading up your work with them won’t serve your audience or your content strategy.
Examples of How to Improve Your Writing
Here are a few examples of how to improve your clarity by doing away with vague phrases, clichés, and generalities.
#1: “Great copywriting is key for your brand.”
❌ What does “great” mean? “Key” to what? Why is it helpful for a brand?
👉 Revision: “Fresh, clear, and unique copywriting can help brands attract their customer’s attention and keep it.”
#2: “Digital transformation is a game-changer for your business.”
❌ But what does “game-changer” mean? Like, new baseball rules? Like a winning goal at the last second? Digital transformation in what way?
👉 Revision: “Digital transformation through cloud and AI adoption can increase your operational efficiency, save costs, and accelerate your innovation.”
#3: “Keeping tabs on your audience’s most pressing needs is, at the end of the day, a recipe for success.”
❌ You can kind of understand what this sentence means, but can you really? It’s more of a vague generality that doesn’t clearly convey the point you want to make. “Keeping tabs,” “pressing needs,” “at the end of the day,” and “a recipe for success” are all clichés.
👉 Revision: “The best way that businesses can increase revenue opportunities, customer engagement, and trust is by understanding their customer’s preferences and taking action to fulfill them.”
#4: “Being consistent in your marketing efforts can help increase engagement.”
❌ This is fine, but is there more clarity you can add?
👉 Revision: “Being consistent in your marketing efforts — by posting each day on social media or sending out a weekly newsletter — can help increase engagement.”
As you can see, these revisions are much more specific and, even in just one sentence, convey details, argument, and action to the reader. If you find that your blogs, articles, or social posts aren’t getting as much engagement as you think they should, look to see how you can make them clearer with the above approach.
