As a self-proclaimed lover of the adjective (mmm it’s just so juicy!), I have to remind myself (often!) to slow down or skip altogether for the sake of brevity and also… our brains!
Think about this…
Single words that describe actions and objects are far superior to multiple adjectives.
For example, when “walking incredibly slowly” versus ‘meandering’ or ‘punching’ the clock versus ‘clocking in’ even. When we focus on single words instead of multiple ones, our brain likes them better.
The truth, excessive text induces skipping.
It’s why how your copy looks is almost as important as how it’s read. If it’s a major block of copy, written awkwardly, strung into a run-on sentence we tend to ‘skip’ and go to the next line. Possibly missing something absolutely, freaking brilliant… in the process.
For those still unsure, it’s been studied on very high levels that using fewer words builds trust. Over-explanation is merely a trauma response in our attempts always to be understood. Refusing to allow any room for our clients or listeners to infer or draw their own conclusions.
Copywriters get paid for our erasers and not our pencils. Our job is to express clearly and concisely your message without eroding your reader’s interest.
Short. Sweet. To the point.
Copywriting at its finest – client conversion with fewer words.
