Get to the point; it’s not that easy

February 22nd, 2006

Concise is nice. it is also much harder to convey the same message with fewer words.
Everyone gets caught up in all the wonderful new ways to deliver the message, but what about the quality of the message?
How interesting is your message/offer?
How clear and concise is it being communicated?

Apart from the challenge to clearly define what the value proposition is (and how competitive it is) translating that into a concise message is often the greatest challenge.

There are a few good ideas to consider though:

Before you start, write down in bullet form what it is that needs to be communicated
Use images where you can to convey (part of) the message. The trick here is to either create or find an image that represents what you want to say.
Have someone else edit your work with the instruction to take out anything that is superfluous

Oh, and don’t forget; anything written for the web should be about one third of what you would write in print. Yes, we are an impatient lot, aren’t we?

As a reader, what frustrates you most in marketing writing? Drop me a comment!