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some POSTS are about copy, some about marketing. but they’re all worth a read.

Shorty is a name often given to a beginner in a given field.

Shorty is a name often given to a beginner in a given field.

A short piece of advice

June 26, 2019

Get Shorty is a 1990 book by Elmore Leonard about a Miami mobster that becomes a Hollywood film producer. The word ‘shorty’ is slang for a beginner.  

At a recent creative industry event, I was asked by someone just staring out as a copywriter, whether I prefer writing long- or short-form copy.

Most copywriters have to be able to write both. I do. And for me, short is more fun.

It takes longer because getting a big message ‘out there’ with just a few words needs craft.

At some point, every client needs short copy. To keep audiences’ attention, they have to get to the point—fast.

Here are a few tips I shared with my new friend for getting short copy right.

·        Get to know who you’re talking to. Each audience understands a different language and tone.

·        Think ‘digestible’. Limit your sentences to 12 words, and paragraphs to three sentences.

·        Cut the crap. Jargon has its place, but use it sparingly and replace some of it with simpler words.

·        Reduce, reduce, reduce. Keep your copy tight. As George Orwell said, “If it’s possible to cut a word out, always cut it out.”

·        Get ‘in the now’ with an active voice. Passive sentences are longer and feel less urgent.

·        Use the Hemingway app. It shows how to keep your copy simple and where to trim fat.

Got some tips for writing great short-form copy?

Why not share them here?

Tags copy, short-form, writing, b2b, marketing
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