My wife was not always the savvy traveler she is now. Airline agents would salivate at the sight of me trudging her multiple bags to the scale because it meant revenue, A LOT of revenue. Over time I convinced her that four interchangeable outfits, and a hotel washing machine were plenty to pack for a week. It only took me 10 years to get her from travel trunk to carry-on but it's been worth it.
Marketing guys are programmed to tell you every feature of every product or service. Like my wife, we tend to over pack the message. Here are my three tips to help you dump the trunk.
You Have 7.5 Seconds To Tell Me Everything. Advertisers are now writing tv commercials that are 7.5 seconds long. Consumers, fliers and buyers have a short attention span, if you can't get your target audience on-boarded immediately they will jet on you.
Tell A Compelling Story. People rarely remember numbers, but they always remember the story. Tell the story! A few years ago I bought a book because the title promised an interesting story "Why I Left Goldman Sachs" If you can promise a great story, people will stick around to hear it.
Half, then half, then half again. I blame Twitter and it's 140 characters limit as one of the reasons I stopped writing long content. These days when I write my copy, I cut it in half, then again and then one more time. Keeping your message short and concise get's your customers airborne
A short, tight marketing message guarantees a nice and nimble flight.
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