The longer you rattle on about a product or service, the more chance you have of the client getting bored. Be brief and focussed – that way you can be sure the reader is going to carry on to the end.

Kick off with an intriguing headline. Then outline the issue your product or service addresses. Once you’ve created the problem and the need in the reader’s mind, offer your solution. Then add a call-to-action, and you’re done.

Is brief always best? Share your thoughts in the comments section.

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