Great post from the Duct Tape Marketer on fluffy copy, from Alex Mandossian about copywriting. The major prescription, fewer adjectives and more verbs. I'd add a couple of thoughts:
- Quality over quantity - cut the word count, don't try to jam all kinds of features and benefits into the copy
- Drive customers to your website or the telephone to get the details
- Identify their problem, then give them the solution (see previous post on persuasive copy)
- Don't be boastful. Stay low key.
Lesson learned: Simple and concise messages are remembered better than a lot of detail. Traditional media like print, out of home and signage are best used with limited information. Use the web, and information dense media, to share detailed info. And make sure that info is there.
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