One of the fastest ways to improve the effectiveness of your marketing messages, is to get to the point as soon as possible, in as few words as possible.
For example, I recently helped a new client increase the conversion rate of a page on his website by 450%, after reducing the number of words on that page by 75%. I have also seen response rates from email marketing soar by over 700%, when rambling copy was changed into a shorter, compelling and more powerful message.
Most of the written marketing I see is at least 50% too long. This is because amateur copy writers feel they have to include everything in every marketing message they write. They feel compelled to tell the reader about every benefit of what they do. They don’t want to miss a thing, so they go into way too much detail. Thus, what needed to be a brief, focused message with impact, becomes a meandering, diluted message instead.
If you are disappointed by the conversion rates of your written marketing, it might be time to focus more on brevity. Concentrate on delivering your most powerful points and do it with impact!
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