Here’s the best online-writing advice I ever received: “Be brief. Be brilliant.”
The advice’s genius is that it works for all online platforms: websites, landing pages, e-newsletters, landing pages, Instagram, Twitter, etc. The advice also works for older formats: advertising, printed books, newspapers, brochures, and even billboards.
Ultimately, the formula for success in every form of communication is: identify your audience, determine your objectives, be brief, be brilliant.
So who said, “Be brief. Be brilliant.”? It was a Russian-history professor at St. Olaf College, Robert Nichols, in the 1980s.