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Architecture & Engineering
by Design By Clive Shearer |
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February 8, 2006
Marketing matters: keep it short, sweet
Statements of qualification are window dressing. If the shopper likes the display, they may be tempted to go into the store to examine the goods. They will look at cut, quality, color and the type of cloth. Will it match their current outfits? They might try on the item, and buy it if it fits. But it all starts with that first look in the window.
Over the years I have seen countless examples of marketing materials written in a cumbersome style — good ideas embedded in unwieldy sentences. Grandiose statements, redundancy and clichés are common, but they do not tempt shoppers.
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