You've seen ads that have maybe a sentence and a logo, at best; and if you're an Internet shopper and/or marketer, you've surely seen those sales-letter Web sites that scroll on and on forever. Why such a wide variation in advertising theory and application, between minimum words and no end in sight? And, what rules of thumb should you keep in mind the next time you put together some copy? Or, more specifically: ?? Is shorter, better? ?? Is long and laborious necessary? ?? What's a copywriter to do? It all boils down to... ... keeping the reader reading... and keeping your prospect interested. This rant was titled "Concise vs. Curt" because once you understand the difference, you are well on your way to writing copy that works -- whatever the length. "Concise," by the way, refers to saying what you have to say in the most compact and effective way possible. Not the fewest number of words, necessarily... but, the fewest number of words to get your message across and get the result you're looking for. "Curt" is not the name of a friend who happens to like long, rambling copy. No. "Curt" is a word that refers to using too few words, and in an unpleasant way. The Merriam-Webster definition that applies here is, "marked by rude or peremptory shortness : BRUSQUE." So it stands to reason that your copy needs to be friendly, or at the very least, warm and personal (you can get heated in outrage, and while that may not be friendly, it can be effective in copy when you're railing against an injustice that your prospect feels he or she is at the short end of). The answer to the questions I started out with at the top, I think, is a combination of short-copy snappiness and conciseness, along with button-pushing, resonating detail so characteristic of successful long copy. Me, I always write until there's no more to say... and then, edit mercilessly until there's no shorter way to say it. Read more details on what you can include, and still keep your reader engaged, at http://bit.ly/22iAoNE Sincerely, David
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