Evade the Copywriting Text Trap

Use the Red Pen Rule.

After writing the copy for your marketing piece or advertisement, take your red pen and delete 30 percent of it. What's left will be far better than what you had before you took your red pen to it. Of course, 30 percent isn't a required amount, but the point of the Red Pen Rule is to delete a significant amount of your copy so only the best, most targeted, most actionable messages remain. These are the messages your audience is most likely to respond to, and these are the messages that will boost the return on your advertising and marketing investments--as well as your profits.

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