Why lengthy content is costing you.

The Big Takeaway: 
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‍If you remember nothing else from this blog, please remember this:  Our customers don’t have time to read long paragraphs.

Even if you’re in a complex industry, your marketing should always be as short and sweet as possible.

Why it Matters:

If your marketing is filled mostly with lengthy paragraphs and hard-to-digest content, your audience will lose interest. This means less leads, less brand awareness, and less sales/conversions. That's why the number one thing I say on coaching calls with clients is this: "Make it shorter."

The hardest part of marketing is eliminating all of the things you COULD say about your services and boiling it down to only the most relevant content for your audience.

How to Fix The Problem: 

If you struggle with this, here are a few things to consider (in order) when it comes to shortening your message:

1. Who is your audience and what do they want?
2. What problems are they facing and how do those problems make them feel?
3. How can you empathize with your audience?
4. How are you able to solve those problems?
5. How does your organization solve the problems of your audience?
6. What is the first step your audience should take if they want to do business with you?
7. What success will you help your audience find?
8. What failure might your audience experience if they don't do business with you?

Ask yourself these questions before writing and make sure your content only answers these questions. Everything else is fluff.

There is a time and place for paragraphs and long form content, specifically mid-funnel or on detailed lead magnets and case studies. But at the top of your funnel, you should only use short sentences and bullet points. Your audience is bombarded with constant content, and you can do them a solid by stripping your marketing down into only the most helpful and easy-to-understand language for them.

If you want to master your marketing but don’t know how. Start with the delete button and remove any sentences that don't need to be there.

Your audience will understand your products and services faster, and they will thank you for saving their time and energy.

- Jonny

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