In the world of advertising and marketing today, less is more. Shorter headlines pack more punch. Less copy has a higher chance of getting read. We scan and skim and skip as much as possible. Because we are so busy.
As a marketer, your first job is making sure you know and understand that. Second, you must take action.
Here is a quick 3-step guide to writing less copy:
- Step One – Learn how to edit yourself. A good process for writing is starting where you are most comfortable. Write it all out, in long form. Then put it aside for a bit and focus on something else. Then come back and take a hatchet to it. Don’t be gentle. Really learn how to edit yourself and cut out the unnecessary wording.
- Step Two – When you can, use numbered or bulleted lists. People are more likely to read a list than a paragraph. So put your information in bullet form and keep those bullets short and impactful.
- Step Three – Learn how to use charts and illustrations. A picture is worth a thousand words, and a simple chart can tell your story quicker. People like graphs and charts that explain complex concepts in a visual way.
- Bonus Step – When you can, use video. Sometimes you don’t need text at all. Online, people are much more likely to watch a short information video than read a page of text. If you have the capabilities, choose video.