Editing Tips to Help Hone Messaging

Stein, president of copywriting consultancy Baier Stein Direct, stressed that the less you say, the better. Why? People today have too many choices, too many multi-tasked responsibilities, too much time pressure and, most of all, are overloaded with information.

It’s a given that the goal for every organization is to write copy that generates a response. But readers are inundated with such requests. Therefore, an organization must present the best offer possible, write to the best person possible, use the appropriate media and “write to sell.”