What Does “Concise” Mean?

Oh, those readers who give you a few seconds to deliver your message and capture their interest! You need concise marketing copy but how do you get concise and avoid boring?

The wrong way is to pack every bit of information about your company into a 35-word sentence or a huge list explaining everything you can do. No one enjoys a monologue; readers today are especially impatient to get to the point. And the point, for your customers, is not “what can your company do?” but “how can it solve my problem?”

So here are the rules for being concise:

  1. Know what your readers are looking for and direct them there. Even giant retailers like Amazon quickly send readers to that one object they want most. Surely you can do the same.
  2. Be precise. If your product is “more efficient,” then explain how efficient and by what measure. If your service is “customer-centric,” then provide testimonials, case studies, photos, or awards that emphasize your customer-first approach.
  3. Be direct. Turn “we are engaged in the manufacture of” into “we manufacture.” Turn “we are able to deliver” into “we deliver.” If you “are known for engaging teams,” then you “engage teams.”
  4. Avoid repetition. You must keep product and service names consistent, but English is lush with synonyms. An unexpected word like “lush” keeps the reader’s interest.
  5. Write like you talk. Use short words (under 4 syllables), short sentences (averaging 25 words), and short paragraphs (averaging 3 sentences). You are not dumbing down. You are making your marketing copy accessible fast and you are establishing a friendly relationship–just as you would talking one-on-one.

If you keep your readers clearly in mind, are precise and direct, avoid repetition, and write like you talk, you will find that your marketing copy automatically becomes more concise. But if you are still having problems saying exactly what you want to say, please contact TWP Marketing & Technical Communications. Our words mean business.