Expressing your thoughts clearly and getting your message across is often much harder in a short copy than it is in longer text. You have to trim the fat, remove the fluff, and get straight to the point in a manner that still conveys your message appropriately. Why is it important to write a short copy if it's hard to? The simple answer is - because it works!
Here's why:
It’s easier to remember, especially when writing for slogans, taglines, and ad copy. It’s direct to the point and intriguing - like Nike’s “Just do it”.
It’s more captivating because readers don’t get lost as they can in a long copy, so they can quickly draw the meaning from it.
It keeps your reader’s attention because many people won’t read a copy for more than 15 seconds.
It’s a smarter way of writing because you give simplicity to what could have been a more complicated subject.
Tips for writing short copy
Now, for the main event. If you want to write a short copy that works, here are some tips to do it right!
1 - Know your target audience
The real work begins before you start writing. First of all, you have to identify your target audience so you can research their demographics. Short copy works best when it's specific to a defined audience. It’s much easier to talk to one specific demographic and convince them than a larger range of people.
2 - Use the power of one message
A short copy must be just that – short. That means you don’t have room to discuss every feature and benefit of your product. So, get it straight to the point and write only the one message you want to get across. How do you do that? Identify the most significant problem you’re trying to solve for your target audience and stick your copy to that only.
3 - Determine what you want your audience to do
Setting a goal for the action you want your audience to take will allow you to write a short but convincing copy. Do you want them to visit your landing page? Do you want them to subscribe to your newsletter? Or do you want them to click the “add to cart” button? Whatever your end goal for the copy is, knowing it beforehand will help you write a more straightforward call-to-action copy.
4 - Remove the fluff
If you’re struggling to write the message you want to get across in just a few words, do this:
Just write away until you get to the main point.
Don’t mind about the number of words – for now.
Scrutinise your own work and edit it once you get to where you want to be.
It may take a couple of attempts or more until you’ve removed all the fluff completely. But eventually, you’ll be able to trim it down to the short copy you want it to be.
5 - Remember that it’s just one part of the puzzle
Don’t try to force every single piece of information into one piece of copy, thinking that it’s your only chance to get people to engage. Keep in mind that a piece of short copy is just one part of the bigger picture. A brief post on social media can lead to a subscription to your page, a tagline on a business card can lead to registration to your online course, and so on.
6 - Include a solid guarantee
When writing short copy, don’t forget to create some that include a solid guarantee. Something to this effect – “If it’s damaged, return it to us, and we will refund or replace it. No questions asked”. It will help convince your customers to try your products, therefore, increasing your conversion rate.
7 - Test your copy
Like everything else, test your copy. Get it out there and see if it works. Testing it will let you know what’s effective and what’s not. That way, you will be able to write relevant short copy much easier and faster next time. The beauty of a short copy is that it’s easy to edit and improve. A few small changes can definitely go a long way.
Wrapping up
You see, writing short copy isn’t as hard as you may think it is. All it takes is a bit of thought and a light-handed approach By following these tips, you’ll have a strong foundation for writing short copy that works. But if you need a hand, I’m always here to help - just give me a call on 0400 514 579 or shoot me an email at pauline@worddynamics.com.au.