He that uses many words for explaining any subject, doth, like the cuttlefish, hide himself for the most part in his own ink. —JOHN RAY, Naturalist (1627-1705)
Three hundred years before the Internet, John Ray wrote the words above. How could he possibly have known that blogs would explode, communicating with your customers in a conversational tone would become the norm, and “hiding yourself in your own ink” would turn out to be the gravest mistake a small business could make?
Because using too many words does just that: it hides you, and it obscures your message. You spray a bunch of random words out, your readers’ minds wander, and you lose their interest.
Good marketing holds interest, so let’s see what you can do to edit your copy until your message shines through.