And is an innocent word. But like one bon bon, it can trigger a chain of events that bloat copy so badly no one can stand looking at it. Here's how it happens.
The copy starts out tight…
ABC company used XYZ software to improve widget sales by 25 percent in just three months.
…then an otherwise smart person comes along to "improve" it.
ABC company and its subsidiaries used XYZ software and services to improve sales of widgets and widget accessories by 25 and a half percent in just three months.
Lots more information, but none of it compelling in the least. The "news" hasn't changed one iota. The clutter is unacceptable.
Ands crop up when well-meaning folks seeking a certain kind of precision lose sight of the forest for the trees. Remember, a news release isn't a contract, so don't let it read like one.
Next time you see a superfluous and, just cut it out.
- Steve McGrath, Sr. Technology Writer
