heartharmony.com.au

Personal preferences flow into copy. People who reflect and think a lot can tend to the verbose and fluffy side with their copy. They want to make sure they have dotted every i and crossed every t.

Reading copy that is overly padded can feel like being punched around the head with a feather pillow. It can smother and people want to get away rather than stay and read it all.

But … long copy statistically outperforms short copy. So what do you do?

Keep each sentence short, to the point and build to a climax. Read each sentence out loud. If you run out of breath before the sentence is done … it’s too long!

And if you know you have a tendency to use 40 words when 5 will do – hire an editor or copywriter to take to your copy with a pruning saw.

Until next time

warm regards

Ingrid Cliff
Heart Harmony
www.heartharmony.com.au

Business development through copywriting