Less Is More
“Less Is More”
- Ludwig Mies van der Rohe
This quote actually comes from architectural training (who knew?).
The big idea here when it comes to copywriting is most people try to sell in their ads.
This makes their ads extra long and less effective. Why?
Because the purpose of an ad is NOT to sell (unless it’s a direct response ad with a coupon they fill out with payment information).
The purpose of an ad is to move people on to the next step in your sale process with the least resistance possible.
Here’s how this applies to us and ad writing and sales copywriting:
Don’t waste your time creating ads that sell… create ads that get the user to click, call or come into your store.
That’s all they can do!
They can’t buy from the ad, so use the ad to build curiosity and pressure to act rather than forcing them to make a buying decision right there on the spot.
So, let’s put this into action:
1. Take a look at your ads and see if you are “selling”. If you are, STOP!
2. Ask yourself “Does this ad create curiosity or pressure to go to the next step in my sales process?” If “yes” that’s great… keep testing your ads!
3. Focus your attention on the quality of your hook / headline because that’s where 80% of your ad’s success comes from.
4. Write your ads with a “less is more” strategy of keeping your language simple, short and easy to understand (especially when people are busy — which they are)
Oh, and before I forget…
If you’re an entrepreneur who wants to know how to put this whole process on steroids, let me invite you to grab a free copy of my book “Copywriting Secrets” at CopywritingSecrets.com. This makes it easy for you to make more sales online for your products and services without spending all your time and money on ad creation.
