How Hubspot Writers Can Apply Orwell’s Copy Rules

Modern marketers at Hubspot and agencies everywhere can learn powerful, practical lessons from George Orwell’s famous rules for clear language and persuasive writing.

Orwell warned against vague words, bloated sentences, and lazy clichés. Those same traps hurt click‑through rates, landing page conversions, and email performance today. This guide translates his ideas into concrete techniques any marketer can apply to web, email, and ad copy.

Why Orwell Still Matters to Hubspot Marketers

Orwell’s short essay on language was not written for advertisers, yet it reads like a checklist for effective digital marketing. His focus on clarity and honesty maps perfectly to what audiences expect from brands now.

When you write marketing content, you are trying to do three things:

• Get attention fast
• Build trust quickly
• Drive a clear, specific action

Orwell’s principles help achieve all three. They cut away fluff so your value proposition stands out, and they keep your message grounded in reality instead of empty hype.

Core Orwell Rules Every Hubspot Copywriter Should Use

Below are distilled versions of Orwell’s guidelines, adapted to daily copywriting work.

1. Avoid stale metaphors and buzzwords

Orwell attacked ready‑made phrases that once were vivid but became meaningless from overuse. Modern equivalents include:

• “Cutting-edge solutions”
• “Leveraging synergies”
• “Move the needle”
• “Disruptive innovation”

These phrases signal laziness and make readers tune out. Replace them with concrete, visual language that shows what you actually do.

Instead of writing, “We leverage cutting-edge solutions,” try:

• “We automate your weekly reporting in under 10 minutes.”
• “We keep your sales data in one dashboard you can scan in seconds.”

2. Use short words and simple structures

Orwell advised choosing the shortest accurate word and cutting unnecessary complexity. That rule is perfect for digital screens where people skim.

Prefer:

• “use” over “utilize”
• “help” over “facilitate”
• “start” over “commence”

In practice this means:

• Short sentences, often under 20 words
• One idea per sentence
• Simple subject–verb–object structure

Complex thoughts can still be expressed, but in steps that are easy to follow.

3. Cut every unnecessary word

Orwell encouraged writers to remove any word they could. That discipline is vital in headlines, subject lines, and calls‑to‑action.

Compare these lines:

• “Our comprehensive platform is specifically designed to help you effectively manage your workflows.”
• “Our platform helps you manage workflows.”

The second version is shorter, clearer, and just as accurate. When editing marketing copy, ask for each phrase: “If I delete this, does the meaning change?” If not, cut it.

4. Prefer active voice over passive

Orwell warned that passive constructions hide responsibility and weaken meaning. Marketing copy needs ownership and energy.

Replace:

• “Results can be improved when campaigns are optimized.”

With:

• “You improve results when you optimize campaigns.”

Active voice usually names the reader (“you”) or the product. That shift increases clarity and makes benefits feel direct and personal.

5. Say what you mean, even if it hurts

Orwell closed with a safeguard: break any rule before saying something outright barbarous. The point is honesty first, style second. For marketers, this means:

• Describing limits or trade‑offs clearly
• Avoiding inflated claims
• Backing promises with specifics and proof

Audiences reward brands that speak plainly, especially when discussing pricing, expectations, or product fit.

A Practical Orwell Editing Process for Hubspot Style Content

You can turn Orwell’s principles into a fast editing checklist for blog posts, landing pages, and email sequences.

Step 1: Identify your core promise

Before editing, write a one‑sentence answer to this question:

“What single result does this page or email promise to the reader?”

Everything else should support that result. Any sentence that does not help explain, prove, or deliver it is a candidate for deletion.

Step 2: Strip vague phrases

Scan your draft for abstractions and clichés. Change them into specifics.

Look for words like:

• “solution”
• “robust”
• “innovative”
• “impactful”

Ask, “What does this actually look like in real life?” Replace the fuzzy word with a concrete action, number, or scenario.

Step 3: Shorten sentences and paragraphs

Digital readers skim. Help them by:

• Breaking long sentences into two
• Keeping most paragraphs to two or three short sentences
• Using lists whenever you can

This structure improves readability scores and keeps attention on the page longer.

Step 4: Switch to active voice

Do a pass focused only on passive verbs. Ask who is doing the action, then rewrite.

Instead of:

• “Data is tracked by the platform.”

Use:

• “The platform tracks your data.”

Minor wording changes like this make your message sharper and more confident.

Step 5: Cut 10–20% of the words

As a final step, aim to delete at least a tenth of your copy. This forces ruthless clarity. Remove:

• Repeated ideas
• Empty qualifiers like “very”, “really”, “quite”
• Long intros before you reach the point

What remains will be denser, more persuasive, and easier to remember.

Real‑World Uses for Orwell’s Rules in Hubspot Type Campaigns

These principles are not just abstract theory; they map to daily assets you create and optimize.

Email subject lines

• Make a single, clear promise.
• Use simple, familiar words.
• Avoid clichés like “Don’t miss this” or “Exciting news” without context.

Landing page headlines

• State the main outcome in plain language.
• Cut every extra word that does not add meaning.
• Use active verbs that put the reader at the center.

Calls-to-action

• Replace generic CTAs like “Submit” with specific commands like “Get the checklist”.
• Keep them short, direct, and concrete.

Learning More from the Original Orwell Essay

The ideas summarized here are drawn from a classic essay that explores how political language can obscure reality and how simple writing reveals truth. You can read a related discussion, including its relevance to advertising and agency work, on Hubspot’s blog at this page about what Orwell can teach copywriters.

Next Steps for Clear, Honest Copywriting

If you apply Orwell’s rules consistently, your copy will become:

• Clearer and easier to skim
• More concrete and believable
• Less cluttered by jargon and filler

Those improvements help you communicate value quickly, which is essential in crowded inboxes and competitive search results.

For deeper strategic help with conversion‑focused content, technical SEO, and analytics, you can explore services from specialized consultants such as Consultevo, who focus on turning clear language into measurable growth.

Return to these principles whenever your writing feels heavy or vague. Stripping away jargon, shortening sentences, and choosing concrete words will keep your marketing aligned with the timeless clarity that Orwell argued for and modern readers reward.