Brand positioning is the art of succinctly communicating differentiation and value. It must be short and to the point. As a brand positioning specialist, I craft 35-word positioning statements all the time that include a significant amount of information, conveyed very concisely.
Marketing and sales professionals tend to include words in their sales pitches and collateral materials that are unnecessary. Why? Put yourself in the shoes of a sales prospect and quickly ponder this thought. Would you rather consume 30 words, for example, or 125 – describing the very same thing?
I liken brand positioning to the exact opposite of how Tom Clancy (author of Hunt for Red October and Patriot Games) writes. He spends upwards of three pages describing what a submarine sounds like. Obviously writing for a very different purpose, his style is appealing in the world of fiction. It does not, however, work in the world of brand positioning.
Here is a good rule of thumb I use in brand positioning:
Write your piece (whatever it may be – article, press release, sales script, brochure, etc.) and then go back through it and take out every single word that can be effectively omitted without changing the meaning or impact of the piece.
Try it, really. It works. You’ll be amazed at how many unnecessary words creep into your copy that really have little to any impact on the messages you are conveying.
With respect to writing with brevity, this is all I am going to say on the subject.