My uncle used to say that he was going to write me a short note but didn’t have time, so he wrote me a long letter instead. When you are limited in the number or words, you choose your words carefully and you use them sparingly. When you have the luxury of a long letter, you can ramble on and on, and hope that sooner or later, you’ll get to the point. And you hope the recipient will hang in long enough to figure out what you’re talking about.
That strategy is something you should keep in mind when you’re working on your marketing. Treat everything you write as if it was a headline or a tweet. Put your energy into refining the message and making it as concise as possible. When you do that, you will pique someone’s interest and earn the right to invite them back
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