No Fluff. Don’t write for the sake of taking up space. More content does not mean more credibility or more knowledge. Most of the time, it hurts, detracts, and the client will lose interest…especially if it’s the same mundane ad copy…or it feels like they’ve read this before somewhere else.
Have you ever read one sentence on a website, or a flyer, and thought, “whoa…I get it.” It hit home. Why? Because it was honest, genuine, and that company has embraced their values and overall brand. They know what they want you to feel, and if you get it, you’re the type of client they want…and you will be loyal and thrilled to work with or buy from them.
Every word must count, because people don’t read these days, and when they’re forced to, they want concise & poignant bullet point type shouts, short sentences…preferably in big text. Even better, a video.
You can always have a link to “read more”…and many people will click on it wanting details. And that should count, too…aimed at delivering that specific message, be careful of tangents.
And always keep it positive. Stay away from bashing anything, a person, or company to accomplish your point. Be honest about your company and product, outline the features with emotion, and express the benefits and values with passion.