3 Things Copywriters Can Learn From Dr Seuss

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“I do not like green eggs and ham. I do not like them Sam I Am”

Did you know that editor Bennett Cerf bet Dr Seuss that he couldn’t write a children’s book that used no more than 50 different words? Green Eggs and Ham was the result — using only 50 distinct words and still managing to tell a story that has captured the imagination of children and adults for over 50 years.

So, what can this teach us about good copy?

Economy of language, for a start.

I’m not suggesting that you should try writing your next marketing campaign or webpage using only 50 words — though I’d be intrigued to see any brand try — but consider how much language you are using.

If you only have seconds to make an impression, don’t use 10 words when 5 will do. Try using fewer distinct words and see if your message becomes crisper, punchier and more direct.

What’s more enticing: “product X is designed to help improve your ability to perform your day-to-day job functions effectively” or “improve your efficiency with product X.”

Words like ‘designed to’ and ‘help’ not only take up space, they can be read as hedging your bets, as though the product may be designed to do something but that…