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Key copywriting principles: less is more 1 December 2023

In the first in my series on the principles behind successful copywriting , I’ll be discussing less is more. Because, as with so many things in life, less is definitely more in copywriting. That means understanding what you can leave out of your content and focusing on what makes the most interesting story. It means asking what’s really relevant to your format, brand and audience. Because while copywriting may appear to be about what you say, it’s often more about what you don’t say.

So what does less is more even mean in this context? For starters, instead of trying to tell your potential customer everything and overwhelming them with detail, apply an approach that summarises and strengthens your key messages. Make sure that you carefully consider how you structure your content, as well as the messages within it.

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Attention spans are limited. Even more so online. The people who make up your target audience aren’t looking to trawl through long, convoluted messaging. Less is more means a tone of voice that is not only direct and friendly, but also free of jargon and focused on the interests of your audience.

Capturing attention is everything and too much content just distances you from your audience. After all, what do you notice more – an overloaded web page which tells the whole history of a company or a compelling story that successfully brings a business alive in a few paragraphs? Cut out the padding to accelerate the connection you make with your audience. By keeping your copywriting strategy simple, you can keep it more strategic.

A critical part of the less is more principle in copywriting is relevance. Because, sorry to say it, but you can’t be relevant to everyone out there. Now is the time to decide who your content is actually for and think about what matters to those people. Then ensure every word you write about your business matches that .

The copywriting paradox

It’s a curious copywriting paradox that gaining more value from your content usually means cutting it down. Is your current content packed with lots of words and unclear messages? Pare it right back to achieve more of a response! So how do you actually do that? I have three words for you: clarify, refine, reduce. It’s that simple. Look at the content you currently use to promote your business. Is it streamlined and strategic or packed with words and unclear messages?

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Why do so many businesses still overlook the less is more principle? Well, with content so central to their marketing strategies, it’s understandable that they are risking completely overloading their content with too many messages and weighty word counts. In a world where audience attention is fragmented, saying more with less can be much powerful. Strategically reducing and reshaping your content in an effective way can actively refine your message instead of diluting it.

Applying the less is more principle means not only addressing what entertains or engages your ideal customers , but also what bothers them. What are their biggest concerns right now? Paring back your content can help you to develop better content focused on immediate, time-sensitive problems that you may be able to address with your product or service.

Creating content on a regular basis can be a big job. Take a good look at the content you’ve produced in the past and see how you can reinvent it for different audiences and channels. Could you turn your website frequently asked questions page into a blog post that explains your how business supports a specific sector or adapt an article you wrote about your industry and use it as the basis for commenting on recent market changes?

To achieve less is more in copywriting, avoid trying to cover too much ground in one small amount of content. Instead, step back and look at who you’re trying to reach and exactly what you’re offering them.

Avoiding content overload

Aim to focus your content on your core sales message, depending on its purpose. For example, your approach will differ if your content is for your website home page or a short exhibition flyer. Otherwise, your copywriting strategy can quickly become an exercise in just filling the gaps.

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It’s sad that so many companies still believe that they have to include everything but the kitchen sink in their content. That means their entire history in one web page or their complete mission statement in a small brochure. Applying the less is more copywriting principle means taking everything out first and bring back only what you really need. Editing is essential at almost every single stage of the copywriting process. No matter how emotionally attached you might be to a particular phrase or paragraph. If it isn’t relevant, it has to go! Because another big copywriting irony is if you write less, it’s likely your content will be read more.

Another mistake some businesses still make is in not only overloading their word count but their fact count. By this I mean data and information. Of course, the right factoid at the right time can be powerful. But not umpteen facts. And especially if they’re not relevant. Most of us prefer not to peruse an encyclopaedia when we’re looking for a service or product (unless we’re shopping for an encyclopaedia). That’s why content must be crafted to make a positive – rather than overwhelming – impression.

Avoid the overload by keeping the less is more principle in mind at all times. Be sure to write about what makes your subject relevant to the reader and share what’s potentially important or memorable for them. Keep your content focused by always linking it back to your overall marketing goal.

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In short

By applying the principle of less is more to your copywriting strategy you’ll make your content more focused and impactful. Cut out the clutter and you will speed up the connection you make with your audience, making them more likely to buy into what you have to offer. And that’s what effective copywriting is all about.