Copywriting Academy 1: "That" isn't needed

Ok, we'll start the whole shebang with an easy one. When you're writing copy, you probably find yourself using the word 'that' pretty often. Take this example:

The insights from our latest study show that there is an alarmingly high tolerance of unethical business behaviour within many organisations.

The thing is, more often than not you can lose the 'that' and it will improve the sentence:

The insights from our latest study show there is an alarmingly high tolerance of unethical business behaviour within many organisations.

Notice the subtle shift in the rhythm of the sentence, it flows a little easier.

Another little less serious one with a double hit of 'that':

Today, Megacorp Systems announced a new suite of applications that eradicate the need for coffee altogether. The software, codenamed TEA, offers a brand new leaf infusion system that keeps you awake in even the slowest of meetings.

Becomes:

Today, Megacorp Systems announced a new suite of applications eradicating the need for coffee altogether. The software, codenamed TEA, offers a brand new leaf infusion system, keeping you awake in even the slowest of meetings.

Now, I wouldn't want to ban 'that' from your writing entirely. There is a time and place to use it. But it is always worth trying to take it out and seeing what happens as a result.