How Lengthy Messaging Stifles Your Brand Voice
When you’re trying to get your message across, short and simple will win your audience over. Long-winded copy will only dilute your key points and deprive your brand of the attention it deserves.
BE WARY OF BEING TOO WORDY
Less really is more in the current digital landscape. With brands vying for attention at every turn, trimming your copywriting down to the bare essentials so that it clearly reflects your company vision is the more effective strategy.
That isn’t to say you need to ‘dumb it down’, but rather get to the heart of what it is you’re trying to convey so that you leave zero room for misunderstanding. Writing for a target audience in mind means crafting concise, clutter-free messaging that will get your voice across clearly and with authority.
CONFUSION KILLS CONVERSION
There’s a fine line between rousing curiosity and risking indifference from confusion. Copy that is painful and protracted will only befuddle your audience rather than entice. Nothing is more worrisome than having prospective clients tune out because they can’t unravel what it is you want to communicate.
The clearer people are about why your message matters to them and the fewer questions they have to ask themselves, the better your chances for them to keep reading and act.
CLARITY STIRS CURIOSITY
“I have so much to say — I don’t want to leave out any vital information that might convince clients to move forward.”
Understandable. You want your audience to know exactly how you can help them and feel compelled to cover all angles.
Yet, unless you can hook your client’s attention in a matter of seconds, they won’t waste another moment with it. Clarify your message so curious readers convert into prospects and clients. Copy that is succinct sells because the reader knows exactly what’s in it for them and what to do next.
THE SHARPER YOUR MESSAGE, THE GREATER THE IMPACT
First and foremost, what you write must be understood by everyone. It must also be conveyed in the fewest possible words while keeping your audience fully engaged. And more importantly, it should be credible. Platitudes will get you nowhere — it will only make your copy look tired or, worse yet, render it invisible.