Writing to the Point

“I’m sorry this letter is so long, I didn’t have time to make it shorter.”

That's a quote from George Bernard Shaw, and it's one of my favorites. I've found myself bringing it up a in several recent meetings with clients.

It always gets a few laughs (or maybe they’re just being polite), but there’s a legitimate point here. It’s a lot harder to say less than it is to say more—at least if you want it to be any good.

The challenge in writing an effective ad or web page isn't in figuring out what to say, it's in figuring out what not to say.

One of the hardest parts for people to understand is that it's okay to narrow your focus down to one specific audience or offer. Sure, it'll miss for some people. But it'll be a direct hit for others. You can't say all things to all people, and you can always aim for that other audience next time.

That’s where a strong strategic vision comes in. Your product or service may be great for a variety of audiences, but each one is convinced in their own way. With a strong understanding of each audience, their motivations and the benefits you offer, we can set target our message for effectiveness.

It's easy to know how much to write or how much to cut when you have a defined audience and a clear goal.

Go in without that, and you'll get exactly what you planned for. Nothing.