By Adam Mohrbacher

In William Shakespeare’s Hamlet, one line has always stuck out to me: “Brevity is the soul of wit.” As with most things, the bard was spot-on when he wrote those words. What the line means is that you can say more with less. Anyone who has tried to write effective marketing copy in 2025 can appreciate this wisdom. Marketers today often face the formidable challenge of trying to reach audiences whose attention spans have been radically shortened by digital technology and social media. To have your message still land in such an environment, you must always prioritize short, snackable content tailored for web-based audiences. Check out what this means in practical terms.

Short sentences and strong verbs

One great way to connect with distracted, digitally connected audiences is to prioritize short sentences and strong verbs in your writing. The reason is because the way people read online is different from how they read books. When people read articles, blogs or web copy, they scan more than anything else. Short sentences clarify meaning, while strong verbs carry power that moves readers’ eyes across the page or screen. To put it another way, short sentences and strong verbs inject your writing with energy and impact, which is ideal whether you are trying to raise awareness or encourage conversions.

Always lead with value

Just as important is to lead with your company’s value proposition. Audiences today often bounce between several screens at once and peruse content until something catches their eye. Even when readers do stop and check out an online message, they frequently don’t make it past the first few lines. To avoid this, you should immediately answer the question “What’s in it for my audience?” by putting the benefit before the background. That’s the best strategy to get audiences to stop and give you the time of day. They will understand in a flash how you are going to help solve their pressing problems.  

Stick to a conversational tone

Lastly, if there is one thing that makes people tune out quickly it is corporate jargon. Every day we see words like “seamless,” “scalable,” “cutting-edge” and many, many more. These words don’t really mean anything to your average reader, and they will not waste time trying to figure them out. Using clear, conversational language is a far better approach. To accomplish this, write as you talk with a good colleague or friend. It’s not easy to strip out all these vague, meaningless buzzwords, but it’s well worth the effort. Audiences crave authenticity and human connection more than ever, which is no surprise in our AI age. And by delivering this in your copy, you’ll hold their attention longer, which will pay short- and long-term dividends for your business.

Always listen to the bard

To close out, it feels appropriate to bring up one more Shakespeare quote. This one comes from Julius Caesar, which was first performed in 1599 for a rapt audience. In the play, the character Cassius remarks, “The fault, dear Brutus, is not in our stars, but in ourselves.” Even though these words flowed from Shakespeare’s quill over four centuries ago, they are the perfect summation for the how we must approach marketing in 2025. Larger trends have completely reshaped what it means to leave an impact on our target audiences. But that doesn’t mean that we are powerless. We have it within us to meet the moment or not, and the tips and tricks we’ve discussed here can help ensure your agency falls into the former camp.  

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When preparing any marketing campaign, sometimes there is the desire to put the cart before the horse. Such impulses are understandable. Creating marketing collateral often provides the greatest opportunity for marketers to exercise their creativity. However, jumping directly to a campaign’s deliverables misses a critical step of the process. Before you can think about how you’re going to unroll your marketing efforts, first you must think about who you are trying to reach.

One effective strategy to accomplish this is the use of buyer personas, a fictional representation of your ideal audience. Generating these representations can be enormously helpful for the entirety of your campaign, guiding the channels you select and the marketing material you create. The following tips can help you start creating these personas and have a better chance of ensuring your campaign’s success.

USE REAL-WORLD DATA

When creating buyer personas, it’s best to trust real-world data over gut instincts. Start by conducting a top-level audit of your current customers. You can gather this information from a wide variety of sources. From social media analytics to your customer database, we live in a data-rich world where important insights can be easily gleaned. Even a cursory look at this data can yield demographical information such as gender, age, geographical location, language, education level, career level, interests and more. Gathering this information can help build the foundation of your buyer personas, serving as a strong starting point for compiling additional insights.

DIG DEEPER

Once you have sketched a rough demographical outline of your various customers, you will want to dig deeper into their psychology – identifying goals, needs and pain points in the process. To obtain this information, you can carry out customer interviews or surveys, gain insights from your sales team or look at analytic platforms like Google Analytics or Google Trends. Use these sources to build out a psychological profile for your various customer segments and go so far as to write down your customers’ potential motivations, goals and frustrations.

CHANNELS AND TECHNOLOGY

After you have obtained a clearer picture of who your customers are and what motivates them, you need to flesh out their behavior. Ask yourself how your customers go about finding the information they need for obtaining solutions to the problems that plague them. This question can help you better understand how your customers behave online, what publications or websites they read and even what devices they use to access the internet. This knowledge can assist you in tailoring your campaigns, allocating marketing dollars to the correct channels and ensuring whether you need to create collateral optimized for mobile technology or not.  

FINAL THOUGHTS

It is hard to overstate the importance of buyer personas or how they can act as a lynchpin for the overall success of your marketing endeavors. Built correctly, buyer personas can guide other steps in the marketing process, governing how you segment your potential customers, how you select your marketing channels and even how you package your marketing copy. In short, by putting your marketing in front of the right people, with the right message, at the right time, you will have a greater likelihood of meeting your sales goals and taking your business to the next level.

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