Keeping your copy concise is important.
When your copy is concise, it communicates your ideas more efficiently.
Your copy is stronger, clearer, and more direct.
But when your copy has excessive words, the strength of your copy is diluted.
It takes longer for your prospect to understand what's being communicated.
And your prospect may not have the patience to read the long text.
The best time to make your copy concise is in the editing phase of your copy.
Making your copy concise while you're writing your first draft will block your creative flow.
It's better to check for conciseness in the editing phase.
After you've written your first draft, see if there are any redundant words you can delete.
For instance, let's say you have the sentence, "Jim had jumped over the fence.
" The word "had" can be removed because it doesn't add any meaning.
"Jumped" is written in the past tense, so we don't need "had" to indicate that it happened in the past.
The sentence should be rewritten as "Jim jumped over the fence.
" Also, check for any paragraphs or sentences where you repeat ideas that were discussed before.
Remove them from your copy.
But there is an exception to that rule.
Sometimes you want to be repetitive to emphasize a point.
For instance, you may want to repeat your money-back guarantee throughout your copy.
Your prospect read the guarantee earlier in the copy.
But perhaps you want to repeat it in the P.
S.
to remind your prospect of it and give him an extra push to buy your product.