Short copy isn’t always best
Clarity doesn’t necessarily mean longer copy – but it might do. It could be vital to include essential details to crystallise understanding or provide examples to illustrate the point. The trick is not to include so much detail as to bore the reader ridged, to stop when they are likely to have got the message already. It’s easy enough to annex detail and explanations while still making them accessible in a sidebar or appendix.
Our goal is to persuade and move the reader though the buying process. By understanding their need for information at each stage we’re able to make sure the content we are creating aligns with this – and we don’t force feed them more than they can handle.