Thou Shalt Say Less Rather Than More
Ah, the oxymoron that works so well in marketing: less is more. Let’s consider why it has withstood the test of time.
When it comes to things we all value, time sits near the top of the list, along with wealth and health. We say things such as “time is money” and “it’s not worth my time.” Because time is at a premium in today’s hectic world, it stands to reason that a promotional piece that takes less time to read is more likely to succeed than a lengthy one. Therefore, less text is more effective at grabbing the reader’s attention.
Following the “less is more” theory has another advantage. By distilling all of your skills and experience into a minimum of words on one or two sheets of paper, you automatically ...