There are more benefits to keeping your marketing copy short and sweet than saving ad space. Clear and concise messages stand a better chance of being read or heard in their entirety vs. long-winded messages weighed down with filler words and extraneous information consumers don’t care about.
Fortunately, there is a tool you can use to make sure your marketing copy is succinct, and consumers actually receive your most important messages–the messages that will lead them to action. I call it the “red pen rule.”
The Red Pen Rule
Once you have written final marketing copy that you feel is tight and compelling for your ad, brochure, website or any marketing initiative, take out a red pen (like the ones your teachers used to use to grade your essays), and delete at least 30 percent of it. Your copy will be better off without those extra words.
Once you apply the red pen rule to your copy, your most important messages will jump off the page.