Long Copy Short

Hey!

We love our jobs—spinning clever campaigns, perfecting taglines, and crafting brand stories we’re sure will resonate. But here’s the hard truth: your audience doesn’t care. They don’t have time for clever. They want simple. What are you offering? Why is it better? How does it solve their problem? That’s it.

Think about it. When was the last time you walked into a store and thought, “Wow, I hope this brand has a deeply complex message that takes me 10 minutes to decode”? Never. You’re tired. You’re distracted. You’re thinking, “What do I need, and which one gets me the most for my money?”

Brands that get it know this: it’s not about you. It’s about them. Lose the fluff. Be helpful, clear, and to the point. The selfish truth is, customers only care about how you make their lives easier.

That’s the job. Cut the fluff. Be the solution.

Great Example - RXBAR

It gets even better when you build your brand around simplicity. Take RXBAR as a masterclass in clarity. Fitness enthusiasts aren’t looking for a thousand airbrushed photos or copy promising them Herculean strength. They flip the bar over and read the label. That’s the decision moment: Is this good for me? RXBAR gets it.

Instead of cluttered marketing, they put the ingredients—literally—on the front of the package. No fluff, no filler, just the facts: 3 egg whites, 6 almonds, 4 cashews, 2 dates, no B.S. It's genius because it respects what the consumer really wants: trust, transparency, and simplicity.

Keep it simple, stick to your brand. RXBAR’s "No B.S." campaign nails it—sharp, clear, and genius. Watch the case below.

It’s not just a clever brand trick or advertising—it delivers real results. Hear it from Jason Feifer, Editor in Chief of Entrepreneur Magazine

The lesson? If you have a great product and the guts to back it, strip away the noise. Make it so simple it can’t be misunderstood. Consumers don’t only need a story—they need a reason to believe.

Adapt To The Medium

The internet is a madhouse. Blogs, reels, tweets—millions of pieces of content battling for attention. Your audience? Scrolling at light speed. If your message isn’t sharp and clear in seconds, it’s gone.

Digital copy needs to be scannable and actionable. Headlines and CTAs are everything. Think: “Try it for free today” or “Save 50% now.” But simplicity isn’t just about discounts. Your copy can sell the product directly.

For instance, if you sell aquariums, try “Children love aquariums.” It’s short, hits the emotional trigger, and tells parents exactly why they should buy. Or think of “Softer sheets, better sleep” for bedding. It’s straightforward and sells the benefit in one breath.

Claude’s Billboard Campaign

Bold placement, weak message. Claude’s Times Square billboards scream for attention but fail to deliver clarity. “Move your work up and to the Claude”? What does that even mean? For most passersby, it’s cryptic at best, irrelevant at worst.

Billboards aren’t for riddles—they’re for impact. A generic bar graph? Forgettable. There’s no emotional hook, no clear problem solved, no reason to care.

In a crowded AI market dominated by ChatGPT, Claude needed to stand out. Instead, it whispers. A missed chance to tell us why it’s better, smarter, or even necessary.

Closing Thoughts + Call-to-Action

In a world flooded with content, simplicity isn’t just a nice-to-have—it’s essential. Whether it’s a scannable digital ad, a billboard on a highway, or a product label, clarity cuts through the noise.

The question is: Are you cutting through the noise, or adding to it? Strip away the fluff, focus on solving problems, and make every message count.

If this sparked ideas for your brand or campaigns, I’d love to hear your thoughts. Share this with a colleague who could use a reminder to keep it simple, and subscribe to Beyond The Brief for more actionable insights like this.

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Best,
Marti