Avoid words that end in “-ing”
Microcopy Secret #9
Avoid words that end in “-ing”
Instead of: The experiences we’re seeking end up being underwhelming and even disappointing.
Say: The experiences we seek often underwhelm and disappoint.
Instead of: The products we're selling are turning out to be profitable.
Say: The products we sell often make profits.
Instead of: The services we're offering are popular among marketers.
Say: The services we offer are popular among marketers.
In most cases, the “-ing” softens your word and adds no value. Your writing will read better if you avoid it.