The №1 copywriting feedback I’ve heard over 10 years (and what to do about it)

Almost every week I hear the same copywriting feedback.

Now I repeat it to myself before sending any copy. And by using this simple statement, you will improve your copy 10x instantly.

Ready?

“Can you make it shorter and add more details?”

I know what you’re thinking “How can it be shorter AND have more”.

Sometimes it IS impossible — there’s just no way to add more and reduce the copy too. But more often than not, it IS possible and it’s exactly the kind of copywriting magic trick I love to perform.

Here are three of my go to tricks.

1. Cut any fluff

Most writing is full of pointless words.

Removing extra words makes your copy shorter and pack more punch.

When was the last time a rambling sentence convinced you of anything?

2. Combine elements of copy

Some copy can be combined.

• Merging two sentences
• Grouping two features into one
• Coming up with a clever name for a group of items

But be careful, combining can actually be longer!

3. Cut benefits and features that don’t matter

I know. How is this adding MORE?

Well, when someone says they want more, it means what’s there isn’t important. And if it’s not important, we can cut it. I know this isn’t doing what they asked for, but it’s solving the issue behind their request.

Examine every part of copy and cut what doesn’t matter.

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