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If you've just written a sentence that needs a word like 'thereby' to separate two huge chunks of text, you're slightly off piste.
Marketing copy depends on brevity. Ideally, you need once concept per sentence – although using punctuation such as the dash can allow you two. I'm not suggesting that everything you write has to fit on a single page, just that what you do write has to be condensed down to essentials.
This all becomes even more important when you're writing emails. Of all the media, messages are most likely to get lost in longer emails. People often read and digest only the first part of a message, or in a 'newsletter' format they graze and select only the interesting bits.
Cut to the chase and use short sentences. But never. I mean, never. Get all trendy. For the sake of it.
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