Keeping It Short: Why Less is Always More in Marketing

August 7, 2025 Tech

In an age where everyone’s competing for attention, being brief isn’t just polite—it’s powerful. At Big Blue Goat, we believe that clarity and brevity are two of the most underrated tools in marketing. While creativity, storytelling, and strong branding matter, none of those things work if your audience tunes out before you get to the point.

This post isn’t just about trimming words. It’s about refining your message until only the most potent parts remain. Let’s talk about why keeping it short is the new smart—and how brands that embrace this mindset win in a noisy world.

Why Short Works Better

Most consumers today are drowning in content. From endless TikToks and YouTube ads to newsletters, popups, and podcast intros, everyone’s trying to say something. The result? People are mentally swiping even when they’re not physically doing it.

According to a 2023 report by Statista, the average attention span of an online user is now just 8.25 seconds. That’s less time than it takes to read this sentence aloud. If your message doesn’t capture attention within that tiny window, it gets lost.

The truth is, people don’t want more content. They want more clarity.

The Pitfall of Saying Too Much

You’ve probably seen it before—a landing page with three different headlines, paragraphs of text trying to explain the product, and a CTA buried somewhere in the clutter. What’s the result?

  • Confused visitors
  • High bounce rates
  • Low conversions

When businesses try to say everything, they end up saying nothing effectively.

Being short isn’t about cutting information. It’s about prioritizing it. Ask yourself:

  • What’s the one thing I want them to remember?
  • What’s the one action I want them to take?
  • What’s the emotional beat I want them to feel?

Once you can answer those questions, you’ll know what to keep—and what to cut.

Less Words, More Impact

Apple is a master of this. Their marketing rarely uses more than a handful of words, but every one hits hard. Think:

  • “Think different.”
  • “Shot on iPhone.”
  • “Don’t blink.”

Each phrase evokes curiosity, clarity, and confidence. That’s the sweet spot.

At Big Blue Goat, we help brands achieve this kind of clarity—not just in words, but across visuals, user experience, and strategy. Because short isn’t just about language. It’s about design thinking. It’s about knowing your audience well enough to speak their language in the shortest, most powerful way possible.

Short Doesn’t Mean Shallow

A common myth is that shorter content lacks depth. Not true.

In fact, distilling complex ideas into simple, punchy messages is often a sign of mastery. Great copywriters, strategists, and brand experts spend more time on short content—not less.

It takes real insight to write a compelling headline in under 10 words or a 30-second video script that moves people to act. At Big Blue Goat, we often tell clients: “If you can’t say it simply, you don’t understand it well enough yet.”

How to Practice Short-Form Thinking

Here are a few ways to put “keeping it short” into action in your marketing:

1. Start With One Message

Strip away everything until you can clearly say, “This is what we’re about.” Build everything else around that.

2. Write Long, Then Cut Ruthlessly

Let your ideas flow freely at first. Then go back and cut 30–50% of the words. Keep only what’s essential.

3. Use Visuals to Replace Text

A great image or design can say more than a paragraph. Lean into strong visuals to reduce your reliance on copy.

4. Respect the Scroll

Assume people are skimming—because they are. Use short sentences, bullet points, and bold formatting to guide the eye.

5. Test Shorter Variants

If your email subject line or headline is more than 8–10 words, try a shorter version and A/B test the results. You’ll often be surprised at which one performs better.

Big Blue Goat’s Take

We’re not just a marketing company—we’re a clarity company. Whether you’re launching a campaign, building a landing page, writing a pitch, or producing a video, we believe the strongest brands are the ones who know how to cut through the noise.

If your message takes too long to land, you’re losing customers before they even hear it.So let’s keep it simple. Keep it smart. And most of all—keep it short.

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