Cut the copy

first_img 10SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr Marketers are word people. We like words. After all, that’s why we’re in marketing. But are consumers reading your words? In all honesty, probably not. Why? One reason is because we are writing too much.It’s time we cut the copy.People are consuming their information in small bites. The reality is they don’t have the time or the interest to read everything you are writing.As marketing guru Seth Godin says, “Say what you need to say, then leave. Less is actually more.”Where possible, use bullets, lists, subheads and short paragraphs. If necessary, break a long item into multiple pieces. The key is to make your copy “scannable.” Time how long it takes to read the article, brochure, postcard, web page, etc. If it’s more than 90 seconds, odds are they will go to something else. continue reading »last_img