The One Word Weakens Your Copy

This copy secret is short:

The word "that" is possibly the most overused word in copy. It's boring and it weakens strong sentences.

After you've written your email copy, challenge yourself to find and remove the word "that" from your entire email. Oh sure, there could be a place where it’s necessary. If so, keep it. If not, remove it.

Not sure if you sho…