When is it Fluff? Balancing Essential Content with Search Intent

It is until it isn’t.

I remember I visited a restaurant in South America that wanted to replicate the Chipotle model.

If you walked into the small establishment, you would see the serving bar in front of you, and you would choose what you wanted in your bowl.

The problem was that most of the customers were unfamiliar with that model.

They wanted to either sit down and order or quickly ask for an item at the register. Following an attendant and customizing their plate didn’t fit well.

In that situation, the business eventually created a hybrid model that gave the person a choice of what they wanted to do.

But the issue at its core was whether there was a demand for it and that they needed to coordinate an education campaign to help customers see the value in the model.

The business needed to guide customers.

When we are writing, we want to write minimally as possible. Each sentence should have a purpose. If we have one more line than we need, it’s fluff.

But there comes a point when writing plainly or to the point won’t work.