I’ll keep this short: this little shift has big impact.

I'm going to keep this short:

A major U.S. political organization (700,000+ on their mailing list) wanted to test whether longer or shorter messages would trigger more donations.

Their writers created a fabulous fundraising letter that included stories, data, and compelling language— the works.

They were having a hard time cutting it down to a shorter version, so a consultant encouraged them to take a big risk:

Just cut out every other paragraph. Send the shortened version to half their list, and the longer, normal version to the rest.

There was resistance, of course:

The letter with paragraphs 2, 4 and 6 removed made no sense. The stories had no conclusion, the data had no context —it was a mess.

They sent it anyway.

… And the shorter, nonsensical version brought in 16% more donations than the original one.

*Brevity is powerful.

*Brevity keeps the message from being lost in too many words.

*Brevity drives action.

Where can you cut out excess words in your marketing?

To your success,