Learn about copywriting brevity from the master
Stephen Church ?
SEO Copywriter for Accountants & SMEs | Content with the human touch | Getting you the BEST clients by writing web copy (and all kinds of word stuff) that's Clear, Concise & Compelling | Copywriters' Mentor
Welcome to the latest edition of the Copywriters' Chronicle. Here's what's in store -
First - Your Copywriting Tip of the week - from one of the great storytellers - you'll need to have a tissue handy.
Next - 45 years in business and still learning - Don't burn that candle from both ends. As a start-up, it's vital to know when and what to outsource.
Finally - What's special about this week? - It's Shrove Tuesday! You're doubtless aware that getting your pancake mix right has much in common with creating perfect copy.
Enjoy your week ???
Stephen
The power of brevity
Keeping copy brief is one of the biggest challenges for any writer. The easy part is getting words down—the hard part is cutting. To create compelling copy, we need to cut, cut, and cut again. Oh ... and then cut a bit more.
But cutting alone isn't enough. Our words still need to do the job. We're like a gardener pruning his bushes ... without killing them.
Hemingway’s Iceberg Theory – a lesson in brevity
Ernest Hemingway, a master of short-form storytelling, proved that a handful of carefully chosen words could evoke deep emotion. His six-word story is a prime example:
"For sale: baby shoes, never worn."
Such neat, tight writing ... and so very sad.
The power of this story lies in what’s left unsaid. Hemingway called it the Iceberg Theory - sparking imagination and triggering emotions beyond the words themselves.
Applying the Iceberg Theory to web copy
We need to think of our writing as an iceberg - using as few words as possible to say a lot.
We have to ask ourselves - Do I really need every one of these words?
Does it have to be?right now?when it could be?now? Am I sure about?a pair of twins when it could be?twins? And is in due course necessary when we have that little word, soon?
Lean, mean and effective
Similarly, we need to structure our website copy to be as sparse as we can. Rather than overload our homepage with every offer or service, we should leave the details for other pages.
By keeping things brief, we respect our readers’ time, making it easier for them to engage with our message.
Like Hemingway’s story, great copy sparks curiosity and emotion, encouraging people to read on.
Let's keep it short. Make it powerful. Let our words be lean, mean and effective.
How long are you going to burn that candle?
Starting a business takes guts. Investing, risking, sacrificing—it’s all part of the journey. But should working endless hours be a badge of honour?
The trap of doing it all
At first, you often have to wear every hat—marketing, accounts, admin, and more. But when success comes, many make a critical mistake - believing that their success comes because they're doing it all themselves. This leads to burnout, strained relationships, and declining work quality.
The golden ticket - outsourcing
Growth isn’t about doing it all - it’s about knowing when and what to delegate.
This means outsourcing -
Give yourself and your business a chance
Don’t wait until exhaustion forces your hand. Talk to a mentor. Listen to others. Start outsourcing and focus on growing your business.
Pancake Day!
Ted and Stan, my grandsons, looked on with thinly veiled scorn as I peeled the half-cooked pancake goo from the floor, the ceiling and my wife's beloved coffee machine.
As I doggedly prepared attempt #2, it struck me that maybe the perfect pancake recipe is a lot like great copy.
Compare the elements of both.
FLOUR (The foundation) - Just like a pancake needs a solid base, good copy needs a clear structure and purpose.
EGGS (Binding everything together) - Strong messaging ties the various elements of your copy together.
MILK (Keeping it smooth and flowing) - Readability and tone ensure your words are easy to digest.
A DASH OF SALT (a little seasoning for flavour) - Personality and emotion bring copy to life.
THE FLIP (Getting the timing right) - Knowing when to refine, edit, and test your copy.
DON'T OVERDO THE TOPPINGS - Keep your copy simple. A pancake overloaded with toppings becomes a mess—just like copy that’s bloated with jargon, unnecessary words, or fluff. Stick to clean, crisp messaging that’s easy to consume.
How's your website doing?
Is it bringing in all the business you need?
And how about that LinkedIn profile, your email campaign and those blogs?
Is there room for improvement?
Maybe it's time for a quick chat?
Get in touch
?? 07703 472207
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Finally -
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1 周Pancake mix and creating the perfect copy. I will remember that.
Business Adviser | Mentor | Specialist in business growth and exit planning | I help owners of growing businesses to achieve their potential so they have more time, more money and more fun
1 周Brevity is the biggest challenge - I've always got so much to say! I think that's a benefit of using someone else to write your copy - they're not so emotionally invested, so they know what to leave out but still have maximum impact. Thank you for the reminder - off to make pancakes!