Copywriting & Writing Sales Letters: What can you take out of this?

Interesting article in the New York Times last week, by David Pogue, about the Flip camera and why it went south.  It’s a good read and I’d encourage you to check it out.

One of the more relevant comments in the article was the development philosophy of the Flip team.  To narrow down the focus of their product, they constantly asked themselves, “What can we take out, not what can we put in?”

From a marketing and copywriting standpoint, this is also an incredibly important question that’s usually given little attention.

I think people tend to look at their finished work and instead, say to themselves, “Have I missed anything?  Is there something I need to add?”

But in reality, most copy is far too wordy to start with, especially online.

People seem to mistake “unlimited page length” with the need to fill up unlimited pages.

And this is no more productive than doing 11 hours of cardio in the gym, just because it’s open for 11 hours.

You want to look for word economics, more than anything else.

The better you can deliver the same message with less words and more directness… the more effective you’ll be.

So before you finish writing, always ask yourself, “What can I take out out of this?”

Not, “What can you put in?”

Now go sell something,  Craig Garber

P.S.  Discover the RIGHT words to use… AND maybe even more important — all the words to you need to eliminate.

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)