The biggest lesson I've learnt as a writer is: less is more.
*I could end this post here for added effect*
It really is. I used to positively delight in writing long, flowery sentences with about 189 adjectives in each one. My life has been one big exercise in cutting down massive sentences.
Sometimes I worry that in a few years, we'll all just communicate through emojis. I mean, look at 2016 and last week - it's been tempting to solely use the poo emoji. But no, we need words, we just don't need bajillions of them when we're marketing.
When people want to buy a product, they need fast, clear info with an impact. BOOM. You really don't have too much time to work with. Especially if people are viewing your site on their mobile. They're probably just about to walk into a lamppost.
Short sentences. Actionable, direct language. YOU THERE, BUY THIS...or something similar. You get the sentiment - cut down the fluff and waffle and have crisp copy that says what it means and means what it says.
Or I'll do it: email@example.com