Easy-to-process things feel truer, safer, and more appealing.
More quotesYour customer is not “time-poor”. They have plenty of time for things more interesting than your marketing.
That distinction ruins a favourite corporate alibi. Nobody abandoned the landing page because modern attention spans collapsed. They left because it opened with “At Acme, we are passionate about leveraging innovative solutions” and life is short. The sales email introduced the sender’s job title before the buyer’s problem. The pitch deck spent eighteen slides proving the market exists to somebody who works in it.
This stuff is not too long. It is too entitled.
I would make every line pay rent. The headline must reveal a useful problem, promise or surprise. The next sentence must increase the reward for staying. Claims should be replaced by evidence before somebody adds another adjective. Internal messages—our heritage, our journey, our bloody commitment to excellence—can wait outside unless they change the customer’s decision. The reader is not obliged to admire how hard the campaign was to make.
There is no shame in writing 2,000 words when the reader needs 2,000 words to buy safely. There is enormous shame in demanding two minutes for a paragraph that says nothing. Marketing is optional reading placed beside everything the audience actually chose. Act accordingly.