Delete the word ‘thing’
Why delete it?
The word "thing" is vague and imprecise.
It weakens your copy.
Leaves your readers guessing.
What to use instead?
Replace "thing" with actual terms.
the actual benefit,
the features you’re offering, or
the outcomes you're promising.
Precision makes your copy persuasive.
Before: "The thing you’ll love about our platform is its ease of use."
After: "You’ll love how easily you can use our platform."
Before: "This is the thing every small business owner needs."
After: "This is the solution every small business owner needs."
Before: "This app does all the things you need to grow your business."
After: "This app automates marketing, tracks analytics, and boosts growth."
Remove the word "thing". Get specific.
Makes your copy more impactful and persuasive.
It strengthens your message, builds credibility, and creates clarity.