You ever read through a piece of sales copy and by the time you get to the third page… No. You haven’t. You know why? Because how many people want to read three pages of anything, especially something focused on making you spend money?
The old adage “less is more” is one that a lot of people ignore when writing their sales copy. They think that if they include every little detail about their product, people will love and trust it more. What this will actually do is just annoy the crap out of the reader and make them shut down.
When you pick up something, what do you want to see? Catch phrase! Snappy headline! Text that draws you in and makes you interested.
Big bulk of a paragraph?
Short quips of sentences in small paragraphs that are less intimidating.
- Bullet points
- instead of
- unnecessarily long sentences!
Do not overestimate the average consumer’s attention span. They constantly have ads competing for their eyeballs and ears, and the more you go on, the less they are going to hear.
Likely, they’ll scan over it for key words and if there is too much content, they’ll probably just get lost in the shuffle.
- Keep it brief and concise.
- Tell them what they need to know and get out of there!
If you linger, you’ll start to be that pest at the bar who can’t take a hint. Tell them what great stuff they’ll get for choosing you – and let the rest speak for itself.