How to Spot—and Kill—Waffling Before It Kills Your Sales

Imagine you're at a party, and there’s this guy who’s been talking your ear off for the last 10 minutes. He’s going on about some project at work, but he’s not actually saying anything. You’re nodding politely, but inside, you’re screaming: "Get to the point, already!"

That, my friend, is what we call waffling. And if your writing is full of waffle, you’re losing sales faster than people are excusing themselves to “grab a drink” and escape the conversation.

What Is Waffling, And Why Does It Kill Sales?

Waffling is using too many words to say too little. It’s when your writing circles the point but never quite lands.

Think about it—your job is to cut through the noise, but waffling is like trying to do that with a pillow. Soft, weak, and not getting you anywhere. What you need is a sledgehammer. That’s where active language comes in.

Let me show you what I mean.

How to Recognize—and Kill—Your Waffling

Take a look at this sentence:

"The meeting will be held at five, and what will be discussed is ‘the sorry state of business writing.’”

Yawn. It’s long, it’s passive, and it’s not pulling anyone in.

Here’s a better version:

"Meeting’s at five. Topic: ‘The sorry state of business writing.’”

Boom. Now we’re getting somewhere. Short, clear, and to the point.

How about this one:

"I’m reaching out to you because we’ve been in the process of developing a new marketing system geared towards generating leads for home service businesses."

Yeah… no. That’s a snoozefest.

Let’s fix it:

"We generate leads for home service businesses. Interested?"

Simple, right? Active language cuts through the fluff and gets straight to the point.

And this last one:

"I know you’re probably busy, and I don’t want to take too much of your time since your schedule is probably packed."

Why are we apologizing before we’ve even said anything useful? This is dead weight. Let’s just delete it:

"."

That’s right, nothing. That whole sentence was a waste of time and space. Don’t waffle. Get to the point or don’t say it at all.

The Death of Waffling

Look, waffling is the enemy of good writing. It’s the enemy of clear communication. And it’s the enemy of your sales.

When you use passive, drawn-out language, you sound timid, unsure, like you’re hoping someone will get what you’re saying. That’s not how you make an impact. You need to write like you’re breaking down walls, grabbing attention, and making people listen.

Want to boost your sales? Stop waffling. Use active language. Be clear. Be direct. And watch the difference.

P.S. Want me to help you strip the waffle from your copy and create content that commands attention? I’ll personally take a look at your marketing, come up with a strategy, and share my thoughts with you—no charge, no obligation.