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this week's Marketing
Too Many Words?
"Your music has too many notes!"
In the movie "Amadeus," that was Austrian Emperor Joseph II's
"There are just as many notes, Majesty, as are required.
Neither more nor less," replied Mozart.
The Emperor's critique was ridiculous because in the hands
of Mozart, his keyboard pieces offer a melody line singing
joyously atop a textured musical backdrop. The total number
of notes is irrelevant.
The same goes for the complaint that sales pages for complex
offerings are way too long. If well written, they are
likewise neither longer nor shorter than required. They
contain all the points a buyer needs to and wants to know to
make a decision from that page alone.
For an interested reader, a well-crafted sales page comes
off as a skillfully orchestrated arrangement of main points
and details. Its themes thread through the whole in a
careful structure, so a skimmer quickly absorbs the
highlights while someone seriously considering the purchase
takes in everything.
Just as Joseph II knocked Mozart's style, some people
encountering a long sales page turn away. Fine. Engaging
those captivated by the headline is the art here.
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