Copywriting: Why Saying Less is Best

Effective Copywriting Tips

Despite common misconceptions about writing, complex sentences and big words don’t necessarily make you a better writer. The “less is more” concept rings true when it comes to getting your message across in the world of advertising. Clear and concise language is one of the most effective copywriting tips for three important reasons.

Short Attention Spans

With the amount of online content vying for readers’ attention, it’s no surprise that keeping your audience’s attention is a challenging task. A study done in 2015 showed that the average attention span shrunk from 12 seconds to 8.25 seconds in just 15 years. Surprisingly, this is shorter than the attention span of a goldfish.

If this is the case, it’s quite obvious that advertisements should be clear and quick in getting their message across to readers. If your content isn’t totally optimized for your audience, it’s likely that you’ll be fighting a battle with their patience.

 Mobile Devices

More people than ever are consuming content via smartphones and tablets — according to Google, more searches take place on mobile devices than on the computer in just the U.S. The chances of a reader scrolling through dense paragraphs of copy are slim. It’s important that messages are optimized for mobile viewing. One way to do this is by simply deleting unnecessary copy. Focus on valuable key points of your message while practicing deliberate word choice.

Content, especially on the mobile channel, should be quick, direct and simple. When crafting a message for the internet, focus on its most essential elements and communicate them well.


By simplifying your ads, you increase the chance of readers understanding and retaining your message. Extraneous details can clutter the minds of your audience and increase the possibility of them forgetting important aspects of your message. People are more likely to read and remember information that is conveyed in a succinct way.

Think of the most iconic lines in advertising. Nike’s slogan, “Just do it,” is one that has stood the test of time. It’s short, simple and easily understood. Although the tagline consists of just three words, each one conveys a message that demands to be remembered. This is the mindset needed when creating content that will stick.

You should only write as much as you need to write. Words should be used to strengthen your message, not your word count.

Could your copy use some trimming? Appleton Creative is an award-winning, full-service advertising agency in Orlando, Florida that specializes in delivering a strong, unified visual and verbal presence through branding and messaging. Appleton works with local, national and international clients to build a strong and cohesive brand that standardizes any company’s look and communications across print, web, social media and video. Your branding goals are worth a conversation: contact us at 407-246-0092 or

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