A simple rule for prospecting copy


The newer the relationship, the less you should say.

The earlier you are in the engagement process, the less words you should use.

The less your prospect knows you, the shorter your copy should be.

You get the point.  Be precise, efficient and short with your messages early.  Once you get engagement and start to drive trust and credibility, your wordcount can increase – in part because your prospects and soon-to-be customers are willing to take the time to read (and hear) more.

Until then, work harder to say less.  Your response rates will thank you for it.