Fluff – What It Is and How to Avoid It

Have you ever had feedback or returns saying your work is too fluffy? Wondering what exactly that means? Read on to find out more about fluff (and no, we’re not talking about the soft stuff that fills pillows). 

In a nutshell, fluff is wordy sentences that really bring nothing to the piece. Fluff can also be: 

• Your opinion (unless you’re writing a review, stick to the facts) 
• Non-specific information (remember to stay on topic)
• Complex words or the overuse of adjectives (complicated or flowery sentences put people off)

A good product description, category page, blog or buying guide stays on point and only includes interesting, informative information. 

Did you know – the average reader only spends about 30 seconds scanning a piece to find the information they need and then bounce off to another page? So every word counts. The more interesting the piece is – the greater chance someone will stay on the page and continue reading. 

An intro sentence should interest, and the next few sentences should include an interesting hook. 

What About Filler?

Filler and fluff are very similar. But where fluff veers off topic, filler is often used to boost the word count of a piece. Filer can be: 

• Passive voice
• Unnecessary words
• Adding unnecessary phrasing
• Complex or abstract ideas

You Don’t have to Write Fluff or Filler

Fluff and filler won’t help our clients boost their customer base, make sales, or improve in their search engine rankings. It will also cause a lot of returns, low scores and possibly removal from a project or from eZdia itself. 

Of course, there are some exceptions: 

• If you’re writing for a medical or scientific project, complicated language is often necessary
• If you’re writing for a fashion project, a few adjectives and a little flowery wording can help paint a picture of the project
• If you’re writing reviews, then obviously your experiences and opinions are important

But for most of the work we do, we should strive to avoid fluff and filler. 

How to Avoid Fluff and Filler

Follow these tips and you’ll find avoiding fluff and filler is easy:

Avoid big, fancy words

If you have to look a word up to find out what it means – so will your readers. Choose a more simple, easier-to-understand word or phrase. 

Don’t use inflated language

Unless you’re writing something very scientific, technical, or otherwise difficult, you should avoid using inflated language. Below are just a few examples and better words to use instead.

Avoid using	Use instead
Utilize	Use
Commence	Start
Facilitate	Help
Cease	Stop
Endeavor	Try
Boasts	Features, includes
Able to	Can

Avoid using too many superlatives

Don’t overuse fancy words and adjectives to make something seem fancier than it actually is. There is a place for them – often in fashion writing – but be sure to not go overboard. 

Don’t use jargon

Stay away from long, complicated sentences full of industry lingo that the average person won’t understand. Instead, convey your message in a concise, easy-to-read way. 

Go easy on intensifiers

Intensifiers are words used to emphasize other words. Extremely well, very best, unbelievably easy for example. 

Avoid using two words that mean the same, or similar things

For example: 

• Simple and easy
• Strong and durable
• Fast and easy

Minimize the use of filler words

When you’re done writing, read over your work quickly to ensure there’s no spelling or grammar errors and no filler. A few words to look for, and check that they are really necessary if you find them include: 

• Really
• Just
• Even
• That
• Such as

If you follow these easy steps, you will find that you can complete items more quickly, you won’t get as many returns and your scores will improve.