Hoof and mouth disease is a common malady in marketing.
If we talk long enough, we are certain to taste shoe polish.
In my sales management years, I often watched young sellers talk far past the sale. At an earlier point in the sales presentation, the buyer may have actually bought. As the seller dribbled on, the potential buyer lost interest in the seller and the product.
It’s probably easier in sales to observe too much copy. In other vehicles, too much copy can be equally detrimental to the cause.
A radio commercial that depends upon 60 seconds of words to sell a product, fails to utilize the powerful effect of theater of the mind. A good radio commecial creates word pictures and a story, instead of a continuous barrage of words.
A billboard that impersonates a newspaper ad plastered to the board, fails to exhibit the emotional impact that a billboard can elicit. It’s hard to forget the anti-litter campaign that featured an American Indian crying as he looked out over a littered field. Less is more.
A television commercial is more about visual elements than excessive copy. Show the product. Make the product the hero. Please don’t just hold the product in hand and yap about it. Where’s my remote?
A short, GOOD video is rewarded on YouTube with more viewers. A video that drones-on ad nauseum is probably lonely for eyes.
Aspiring writers seem to live to write long emails. Write a book instead! Keep emails short and to the point and provide a clear subject line. Cute, misleading subject lines lead to “unsubscribe.”
The problem with all of the above examples is that it is much easier to wax on with a “more is better” philosophy. A young target audience has their collective fingers stuck in their ears.
Today’s younger adults were raised by long-winded parental units and ear buds.
Ear buds and their relatives were created as an antidote to long copy.
LESS is more.