Less is More.
The Copywriter Column #65
One of the easiest ways to identify an inexperienced copywriter from an experienced copywriter is in the simplicity of their messaging.
Inexperienced copywriters typically write too much.
They know where they’re going but they don’t know how to get there. As a result, they take their readers on a wild ride to their final destination.
Experienced copywriters, on the other hand, excel in saying a lot with a little.
They know where their reader needs to go and clearly articulate the next step on their journey.
Notice the difference?
The inexperienced copywriter struggles to share the entire road map while the experienced copywriter doesn’t even bother.
The experienced copywriter simply says: here’s your next stop.
Keep that in mind next time you sit down to write.
The fewer “turns” your reader has to take, the better.
Less is more.
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