How to cut the fluff and get to the point
In a world of endless screens, infinite scrolling, and information overload, human attention spans are literally shrinking. That’s why, as marketers, it’s our job to get to the heart of the matter. Quickly.
So, how do you ensure your copy is both concise and impactful? Check out these tips.
1. Hook them from the start
Looking to create content that sticks? Start with a compelling headline, attention-grabbing question, or bold statement—copy that persuades your audience to engage from the get-go.
2. Know who you’re talking to
As you’re writing, keep your target audience top of mind. Ask yourself: “Does this content clearly solve my reader’s problem? Are they getting answers quickly in words they understand?” If the answer is no, head back to the drawing board.
3. Cut to the chase
No audience will wait around to find what they’re looking for. That’s why it’s crucial to deliver your message efficiently—whether you’re breaking up information into bite-size pieces with snappy headlines or illustrating key concepts with highly visual graphics.
4. Edit—then edit again
It takes skill—and time—to create concise copy. That means editing, re-editing, calling your colleague over to take a look, and then trimming the fat yet again. Don’t stop until you’re rid of all the complex jargon, filler words, passive voice constructions, and clichés that obscure your message.
5. End with a punch
Everyone loves a good ending, so make sure your copy wraps up with a memorable line, quote, or call to action. Use direct, motivational, and succinct language to ensure your content leaves a lasting impression. Think of it as a mic drop 🎤 moment—make it count.
Case Study
Greater Boston Food Bank
“Growing Healthy Futures” Out-of-Home Campaign
Some messages need to be bigger than a phone screen. For the Greater Boston Food Bank’s Growing Healthy Futures campaign, we drew attention to statewide food insecurity with relevant, attention-grabbing headlines and engaging photography. These bus ads, digital urban panels, and transit live boards are designed to help raise money to distribute nutritious meals to students and families all summer long. ☀️
Oh, snap!
When we get emails for that “other” Crackerjack company…
“In the last three bags of Cracker Jacks I purchased, I found an entire 11 peanuts. It’s so sad to see shrinkflation hit the Cracker Jack company. These are (or were) absolutely my favorite caramel corn. It’s a sad day for me seeing such depressing results.” – John
Hang in there, John—and remember: it’s not just about the peanuts, it’s also about those questionable temporary tattoos.