How to Write Concise Copy That Customers Will Read

Two Actionable Tips for Small Business Owners

The “less is more” principle applies to copywriting as much as design (or a homily from Father McGillicuddy). Brief, scannable copy performs better because readers can quickly grasp important information without getting lost in dense paragraphs. Most of us skim web content anyway.

Writing concise copy may take a little more time and effort, but it pays off with higher engagement.

Let’s look at two actionable tips to write brief marketing copy.

1.     Get to the point faster.

The first example buries the message while the second leads with it:

Wordy: 

If you own a small business, you know how valuable your time is. You also know how important effective communication is to your company's success. That's why the text on your website and marketing materials should be clear and concise.

Focused: 

Achieve higher conversions by removing unnecessary words from your website and marketing copy. Short, scannable messaging reaches your customers faster.

Key changes:  The second example focuses the message by cutting unnecessary words and expresses it in two tight sentences rather than three lengthy ones.

2.     Break up long blocks of text by using short sentences and paragraphs.

Here is an example of how a fictional Italian market can improve its messaging:

Wordy and unscannable: 

People all over the tri-state area drive, walk, or take the bus to come to Mama Philomena’s Authentic Italian Market for the best take out Italian food. With recipes brought to America by Mama’s great, great grandma, you can choose from pasta, pizza, risotto, polenta, meat, seafood, soups, and salads. Everything is made onsite from scratch using only the freshest ingredients. Mama insists on handmaking the pasta and hand-tossing the pizza dough to honor her family’s generations-old techniques. One bite of Mama’s famous lasagna or bruschetta will transport your tastebuds to Naples or Sicily!

Focused and visually appealing:

Mama Philomena’s Authentic Italian Market

Since 2010, 7,457 Customers (and counting) Have Enjoyed Our Homemade Italian Food

Visitors come from all over the tri-state area for Mama Philomena’s authentic cooking.

Choose from your favorites:

• Handmade pasta

• Hand-tossed pizza

• Delicious Risotto and polenta

• Fresh seafood and meats

• Classic soups and salads

Mama prepares everything from scratch and uses only fresh local produce and cheeses.

One bite of Mama’s lasagna or bruschetta transports you to Naples or Sicily!

Key changes:  The second example makes good use of white space by breaking the one long paragraph into four smaller paragraphs. It also includes bullet points to make the copy scannable and bolds the heading and subheading. In addition, the descriptive subheading provides the social proof of the number of customers to date.

In Hamlet, William Shakespeare wrote, “Brevity is the soul of wit,” meaning being concise can better convey intelligence, humor, and creativity. If the great playwright were alive today, he might advise small businesses that less is often more when writing copy your customers will read.

Let the “less is more” principle be your guide. Get to the point, use short sentences and paragraphs, and craft clear, crisp, and easy-to-read copy that will boost engagement and conversions.