Good copy starts by respecting the reader's time

So, gather your facts and get under the skin of your target. Talk to them in their language, not the Queen’s. What else? Be brief. I believe it was Pascal who added an apology to the bottom of a long letter, explaining that he hadn’t had time to write a short one. Why take twenty words to say what you could say in five? Why decide on a long copy ad when a poster-in-the-press will do? For most people, and particularly women who work outside as well as inside the home, money isn’t the most precious commodity these days; time is. We copywriters would do well to respect that.

Two cancellation messages sit side by side.

The writer of the first needs 137 words to mention the train. They thank the customer, recognise the inconvenience, repeat a commitment to excellent service and provide a link labelled “more information”. They put the replacement departure near the bottom.

The second says: “The 18.10 is cancelled. Your ticket is valid on the 18.40 from platform six.” Beneath that are refund options, accessibility help and the reason for the disruption.

Customers reading on 9 per cent battery choose the second. So do customers on 90 per cent battery, because nobody has ever complained that an urgent instruction arrived too clearly.

The editing rule for this sort of message fits on a napkin: event, consequence, action. Put the background afterwards. In a contract or medical explanation, that background may be extensive; the opening can still tell the reader what decision they face and where the risk sits.

The team removes “We are passionate about keeping you moving.” One person worries that the shorter version feels cold. Support checks the replies. The common question under the first message was “Which train can I take?” Under the second, it is “Can I use the refund for tomorrow?”

That question has an answer. Nobody could say the same for the values paragraph.