More fun, more friends, more money . . . more things . . . more seems better, but sometimes less can be more.
More words, for example, don’t always make your message more important, cause your communication to be clearer, or sell your product or service.
You don’t have to write an three-page essay or a whole book to bring in customers.
The public is bombarded with hundreds, maybe thousands, of advertising messages each day. Radio, TV, the internet, and old-fashioned magazines and newspapers are filled with words from morning ’til night. Then, there’s junk mail, church bulletin ads, place mats on tables in restaurants and signs of all kinds — everywhere.
Who can read it all? Who wants to? No one. To work their magic, ads and promotional pieces should have fewer words and more white spaces, less content and more eye-catching images. Use words sparingly — just to cover the basics. You’ve said enough if your readers can find answers to these questions:
- and How?
Add ‘what’s in it me?’ (the buyer) or how your product or service will benefit potential clients or customers. Cut it short. When there’s just enough information to catch attention and provide the most important details . . . less is more.