1. Which vs. That ?
– “Which” adds info that isn’t essential to the sentence’s meaning.
– “That” adds info essential to the sentence’s meaning.
2. TMI ?
Bogging down your writing with too much unecessary info, backstory, jargon and complicated explanations. You think you’re impressing readers and clients. You’re not.
Keep it simple. Your readers are smart, impatient and easily distracted. Don’t bore them.
3. Whiplash a.k.a Lack of Flow ❎
If your copy/content was a story, are you telling it from beginning to end? Or is it disjointed…rambling in some places, cut short in others? If someone read your copy out loud, as if it was an in-person sales pitch, would it sound natural?