Tip #31: Less is more. And also, more is more.

This is a reminder to stretch your writing chops in both ways. Deliberately try and write headlines as short as possible and yes, occasionally do the opposite.

Less is More

As much as I want to make a case for longer headlines, I can’t. Be efficient with words. Write each one like it costs you money.

You can also treat short headlines as just another tool in your toolbox. If you’re ever feeling stuck, switch things up by deliberately trying to write super short headlines. By forcing yourself to think in as few words as possible, it can actually open things up instead of being a constraint.

And obviously, after you’ve written any line, edit, edit, edit, and see if you can express the thought in fewer words.

“The only art is to omit.”

Robert Louis Stevenson

(Agency: Saatchi & Saatchi Beirut)

(Agency: John St., Montreal)

(Agency: Saatchi + Saatchi)

“I used to provocatively say to our writers, ‘Words are a barrier to communication’.

Not because I didn’t value them - I did - but all too often they were overused to explain an idea instead of enhancing it.”

- Sir John Hegarty

More is More

Attention spans are shrinking, so whether it’s a social post or a line on a billboard, shorter is always better. Which is exactly why you should rebel and write long copy.

People won’t see it coming and the shock alone may cause them to do something they haven’t done in years: read. Make every word matter though. Edit. Edit. Edit. And then once more. And then repeat.

“There is no such thing as too long.

Only too boring.”

– Dan Kennedy

(I don't know who did this. Agency? help?)

 (The general rule for outdoor is 8 words or less. If you’re going to present something longer, it better be great. Agency: AMV BBDO. )

(Turning back the clock to 1993. I love it when companies, especially ones that make things like mobility aids, recognize the importance of creativity and having personality in their ads. If we’re going to interrupt people’s lives trying to sell them something they likely don’t need, we owe it to them to at least make it interesting. Now, we just have to convince our clients of this. Agency: Goldsmith & Jeffrey, New York )

(Weiden + Kennedy)

A curious case of less is more and more is more.

If you can’t decide whether your headline should be short or long, do both.

(An inside job by Chipotle back in 2010.)

That’s it for this week. Short and sweet. Follow or send an invite to connect for more creative content. Subscribe to my newsletter via the comments below.