I once had a writing professor undo the easiest mathematical equation of all time: 1 + 1 = 2. People often translate this math staple to their writing—saying the same thing two (or even three or four) different ways. This comes from a good place—you want to get your point across on what an exciting product this is, or how comprehensive your services are, or how you really are dedicated to your community by providing irrefutable evidence or key facts until they understand the value the same way you do.
What this often amounts to, however, is clutter. When writing for an ad, press release, website or most other marketing collateral, brevity and clarity are the key to creating a strong a message that will stick with your audience.
Granted, when my professor told me that, in writing, 1 + 1 = ½, she was referring to describing an image, action or emotion in two different ways. This does not double the effectiveness like it does in math—it lessens it. The same is true of writing in marketing. 1 + 1 = ½ means that by saying what is essentially the same thing multiple ways, you’re diluting the power and believability of your message.
No one believes in your company or product or service more than you do. To convince others, don’t beat them over the head with the same reason dressed up in a fancy new sentence—find one message or detail that resonates and let it stand on its own.
-Danny Bracco
Director of Client & Media Relations, Mustang Marketing
danny@mustangmktg.com