Equally! Why, as copywriters, are we using 20 words to describe something that could take 10. We need to make sure that we are frugal with our word use, keeping it short and sweet, not boring to our readers!

So how do we do it?

Simple!

Keep sentences short, don’t let them drag on, don’t dilute the content and inevitably bore your readership (they’re easier to lose than to gain)

Keep paragraphs short too! Don’t make reading a daunting experience, don’t give your readers a paragraph that scares them, puts them off or gives the impression it is “too big to read”.
If you have a large paragraph, attempt to break it down, split it where a new idea stream starts or where you move off the point.

Keep you words short! Copywriting has never claimed book prizes for emotive prose and beautifully written novels, it has however forged businesses, got people to act and influenced what people buy since its origin. So keep you words short, keeping your writing style short and sweet creates an energy, a feeling of pace and staccato giving people the initiative to click, to buy, to call and to act!

This goes for all elements of copy, be it the title, the body or even resource and author boxes!

Try and give them exactly what they need, exactly what you want to give them in the exact amount of words you want to tell them in.

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