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by Adam Zack — February 28, 2018

Picture of Adam Zack.

Less is more.

We have all read something that as we are reading we think “How long is this guy going to go on?  Get to the point already.” And then we skip ahead to the end, or sometimes just stop reading altogether out of boredom or informational overload.  So many things – movies, books, blogs – go on for much longer than they need to because the author or director is satisfying an ego need by thinking of himself instead of his audience.  It’s the same with advertising and promotions. The key is to identify the story and tell it succinctly before your reader skips to the end – or doesn’t start at all – because it just looks like too many words. Ads can turn into diarrhea of the mouth – you just want them to shut up for a minute. Still reading or have you skipped to the end? What am I trying to convey here? Less is more, especially when it comes to telling the story of your store and your signature products.  Get to the point, make it interesting, then shut up.

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