Tuesday, August 10, 2010

Saying More By Saying Less (continued)

(Yes, I recognize the irony in "continuing" to say less! Deal with it.)

A colleague responded to my last post promoting spareness of language. He reminded me that even Ernest Hemingway struggled with editing his prose, noting, “I write one page of masterpiece to ninety-one pages of shit. I try to put the shit in the wastebasket."

Papa was being modest. He used the language well. Hemingway is also responsible for what some consider to be the greatest ad copy ever written, one that conveys a novel's worth of information and emotion in just six words: "For sale: baby shoes. Never worn."

Can you condense your marketing message into six words? Not always possible, but always a good goal.

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