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The Words That Make Magic

Author

Tyler Cook
August 03, 2025

Your email copy sounds exactly like everyone else's.

That's the real problem.

Not your subject lines.
Not your send times.
Your words.

You're using the same tired phrases everyone uses.
Your copy sounds like it came from a template.

And your audience can tell.

Look at this example:

"Please don't hesitate to reach out if you have any questions or would like to learn more..."

Update: "Ready to stop losing deals to slower follow-up? Book a call."

You see, many founders think writing is about inspiration. It's not. It's about editing.

The companies that convert don't write better first drafts. They edit better.

They delete everything that doesn't move the reader forward.
They replace business-speak with human language.

Professional copy editing follows a system:

  • Delete warm-up phrases in the first 10 seconds

  • Replace "we're excited to announce" with specific outcomes

  • Change vague CTAs into clear next steps

  • Remove every word that doesn't advance your message

Here's exactly what to look for when you edit:

Delete Immediately:

  • Any setup phrases in your first sentence ("Hope this finds you well," "Quick question," "I wanted to reach out because...")

  • Business jargon ("optimize," "leverage," "solutions," "streamline")

  • Hedge words ("might," "perhaps," "potentially," "probably")

  • Unnecessary qualifiers ("very," "really," "quite," "extremely")

Replace These Weak Patterns:

  • "We help companies..." → "Your [specific problem] is costing you [specific amount]"

  • "I'd love to..." → "Here's what happens next"

  • "Feel free to..." → "Do this:"

  • "Don't hesitate to..." → Direct instruction

What To Scan For:

  • Can you delete the first sentence entirely? Usually yes.

  • Is every claim verifiable? If not, cut it.

  • Does your CTA specify exactly what happens next? Make it specific.

  • Are you using passive voice? Switch to active.

  • Can you cut 30% of the words without losing meaning? Do it.

What NOT To Do (Common Mistakes):

Don't edit while you write. Write first, edit after. Don't assume your audience knows industry terms. They don't. Generic praise kills credibility. Don't make claims you can't verify. Be transparent about your solution. Don't use subject lines that require mental effort to decode.

The 3-Pass System:

Pass 1: Delete everything that doesn't advance your core message
Pass 2: Replace complex words with simple ones (5th to 6th grade reading level)
Pass 3: Next step is simple, clear, and prominent

What This Actually Looks Like

Before: "We help companies optimize their email marketing strategies to drive better engagement and ROI through data-driven approaches."

After: "Your open rates dropped 23% last quarter. Here's why."

Before: "I'd love the opportunity to discuss how we might be able to help your organization achieve its goals."

After: "Your email system is costing you $15K per month. Let's fix it."

Your Next Step

If your email copy sounds like everyone else's, you're leaving money on the table. I work with founders to identify exactly what's killing their email performance and build systems that convert consistently.

Want to see what's actually broken in your campaigns? I'm offering strategy calls to review your current email setup and show you the specific changes that will move the needle immediately.