Simplify Your Copy

Recently, I wrote a TV script. While writing it, I asked if a certain phrase needed to be included. The simplest answers would have been:

a) Yes.
b) No.
c) If it fits, great. But it’s not mandatory.

Here is the emailed answer I received:

“I think we’ve committed to do our best to include, where it makes sense, but without compromising what we need to deliver to make [the] value message most compelling to our audience. And there’s probably a lot more impt [sic] info that needs to be voiced…that said, if we think we can easily fit it in, we should (I just don’t think that’s likely here…which would mean that we WOULD only cover in signage).”

No matter the medium, if you can use fewer words to convey the same meaning, do it.

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