Don't be swayed by the outdated notion that "long copy outperforms short copy every time." The landscape of consumer engagement is evolving. Today's audience is discerning, marketing-savvy and time-poor, craving concise, impactful messaging both in person and online. 
Whilst it's true that engaging, informative copy captivates your readers, it's equally valid that you can achieve your goals with fewer words; which often poses a greater challenge. 

Tailoring Your Message for Impact 

The key is to adapt your message to your objectives and your audience. The modern reader appreciates brevity as it respects their busy lives and demonstrates a deep understanding of their needs. 
But remember, it's not about saying less but saying more with less. 

1) Work Out What You Need 

Writing copy is like packing for a trip abroad. Instead of loading up with excess baggage and unnecessary items, keep your copy free of extra words and complications. Jot down your thoughts and information on paper, like laying out everything you plan to pack on the bed and prioritising exactly what you need. 

2) Don’t Be Afraid to Crunch Your Copy 

Good copywriting starts with a clear goal: What do you want your readers to know, feel and do? Now make sure that every word aligns with these objectives
Striking through words with a red pen, while retaining the essence of your message is a challenging yet essential skill. Even more tricky is the task of shedding unnecessary words whilst preserving your brand's distinctive character. 
Words like 'that,' 'very,' and 'really' often sneak into sentences, adding clutter without substance. You'll be amazed at how your message retains its impact and clarity when you remove them. 
Break down your content into bite-sized paragraphs. Lengthy blocks of text discourage readers, so it is crucial to maintain clarity at every touchpoint. 

3) Cut The Jargon 

Whilst it is essential for experts to communicate efficiently within their niche, industry-specific language can often create a barrier when reaching a broader audience. Our advice is simple: avoid using jargon. 
Aim to write in a conversational tone, as if you're speaking directly to your audience. You can even read your copy aloud to ensure it flows smoothly and maintains a natural rhythm throughout. 

Theory into Practice 

Whether you're aiming to inform, persuade or inspire, remember that in the world of copywriting, sometimes, less truly is more. 
Are you struggling to write concise copy? Get in touch with Artus today. 
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