Hold a Tight and Bright Party for Your Writing

“Keep it tight” is solid advice for, well, life.

Specifically, it’s a good credo for writers (he wrote, considering ending the post there).

Verbosity is bad, especially when it comes to your brand (unless your brand is The Corpulent Society of Grandiloquent Wordsmiths).

It’s human nature to want to explain absolutely everything about your wonderful, awesome so-good-wait-until-you-hear-about-all-the-good-things-we-do brand.

Enthusiasm is great, but curb it before your website’s landing page looks like an encyclopedia entry or your ads look like short stories (unless that’s your goal, which McDonald’s did to great effect in 2012).

If a potential client visits your website looking for a specific service, but instead is confronted with a long, drawn-out, 500-word diatribe about how awesome you are, she’ll probably just go somewhere else.

If it’s too long for your crossword puzzle, it’s probably too long for your site.

Same goes for ads. If your ad has a novella’s worth of copy, your public is likely to skip right past it.

Regardless of medium, you don’t need to explain everything you do right away. Tight, catchy, well-written copy combined with brilliant design (and a solid strategy backing it up) is more than enough.

Our advice? Write like nobody reads past the first two lines (because, and it may hurt to hear this, a lot of people don’t).