Copywriting tip: A 3rd Alternative to long copy vs. short copy

When it comes to sales copy, most people tend to focus on two things when they’re writing promotions: they think about how long, or how short, their copy needs to be.

Now as you’d imagine, over the last 11 years, I’ve written a LOT of copy. And with the exception of space restrictions being imposed on me because of a space ad limitation… let me tell you that I have NEVER thought about the ‘amount’ of copy I should be writing.

Or put it this way: I haven’t thought of “how much” I need to say in print, any more than I think about “how much” I need to say when I’m sitting down talking to my wife or kids.

However, I typically give a LOT of thought to how I can say as much as possible, as economically as possible.

See, what you want to think about isn’t how much or how little you’re “writing.” You want to think about what you’re SAYING.

Because the truth is, if you’re saying the right stuff… it really doesn’t matter how much you write.

I mean, think about it. Aren’t there some people you meet, and no matter WHAT comes out of their mouth… you wind up sitting there thinking to yourself, “Why doesn’t this person just shut up?”

And there are other people you know, who probably have the opposite effect. You can sit there and listen to them all day long.

Right?

So next time you’re thinking about “how much” you have to say, to sell whatever it is you’re selling… change your thought process. Think about WHAT you have to say, instead.

Word economy is far more important than word count.

And you can take that… to the bank.

Now go sell something, Craig Garber

P.S. This is for people who want to write great ads, but can’t get started

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