In Marketing Too Many Words Are As Damaging As Too Few Words

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Have you ever gotten a letter about a new product or service - or even about a non-profit cause - and put it down before you finished reading because it just went on and on? Have you ever started reading and thought "Get to the point, will you?" It seems like some marketers are so anxious for you to know why you need to buy from them that they just can't stop repeating every detail.
Sometimes they come at the same idea from a different direction, but when you get there you find they've simply said the same thing again.
I know a few people who talk like that.
Their conversation is liberally sprinkled with "Like I said...
" I always want to yell "Yes, you did and we heard you the 4th time!" But of course I don't.
I just let my mind wander and forget to listen.
All those extra words are annoying to us as readers or listeners, but we have the option to stop reading or listening - which is sad news for the person who really does have a good product, service, or cause.
They've chased off a potential customer by simply using too many words.
If you have a tendency to over-state your case by repeating yourself, you need to overcome it.
But trying to do it as you write can kill your enthusiasm and drain the energy from your message.
So don't try.
Instead, go ahead and write your message just as you're thinking it.
Don't edit it at all.
Then, when you're finished, lay it aside for a little while.
Overnight is good, but at least give it a couple of hours.
Now go back with a handful of highlighters.
Look for each point you wanted to make and highlight each different idea, benefit, or feature in a different color.
When you've finished you'll see which points you over-did.
Perhaps it's because those are the most important ones - you'll have to be the judge of that.
If so, you might want to use the point you've stated most often in your first paragraph and in your P.
Meanwhile, you'll see what you need to cut in order to make your message clear, interesting, and easy to read.
Slashing your words is not an easy task, especially if you like what you've said.
But you do owe it to your profit margin to keep trying.
And the more you practice, the easier it will become.
As Mark Twain said: "A wordy habit, once fastened upon a person, is as hard to get rid of as any other vice.
" But note - he didn't say "impossible," he only said "hard.
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