copywriting = deleting

As Armchair’s copywriter, I have learned not to write, but to delete.

Often the best way to tell the truth is to tell less of it. To show a small piece, inspire the imagination, and weave a captivating tale.

Too many details can get in the way of such storytelling.

And information is often included because of fear rather than necessity: Somebody won’t get it. Somebody might sue.

But people act on their intuition about you, not on the information you provide about yourself.

So when you tell your story, make it brief and vivid. Instead of leaving your reader at the point of exhaustion, place them at the beginning of a dialog.