All too often, we’re in a rush. We pull out information from the top of our head in no particular order, trying to put it all together with an ending statement that cuts to the point. But your audience’s attention span can be measured in tenths of seconds, and if you don’t keep them interested long enough to communicate your point, they’ll write off what you’re saying as bullsh*t.
Are you adding words for the sake of having words? What does it tell your audience? If you clicked on a website with paragraphs after paragraphs of words, would you read it?
Focus on the message.
Copywriting with too much fluff and no concise tone of voice makes the reader feel that you have nothing of value to add to the subject. They might read the first two lines and click on to the next thing. Consumers are smart. They can tell when you are using words for the sake of upping the word count rather than properly communicating a message.
Often we are reluctant to be bold when producing content. Writing lots of words can feel like covering your ass; surely the message will be in there somewhere, right? But that’s not always the case. You might have already lost your client by the time they get to the message.
Create a streamlined experience. It will engage your clients more than pumping out mountains of content that doesn’t contribute to your overall message.
How to cull the bullsh*t.
- Avoid sentences that are overcomplicated or use industry jargon.
- Edit your content. Re-read and proof it the next day with a refreshed mind.
- Don’t save your conclusion for the end, share it immediately. Start with bold statements and follow them with your reasoning.
- Be considerate. Think of your reader’s knowledge and perspective.
- Treat your audience’s time like it’s more valuable than your own – get to the point.
- Make sure there is value in what you’re asking people to read or look at.
Edit back your message to the essentials, don’t let insecurity lead you to write long, hard to read, boring content.
