Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very short attention spans, so you can't afford to waste your prospect's time - give them the good stuff and then let them go as soon as you can. Writing effective marketing material is all about writing crisply with just a handful of words.Clean writing isn't an accident, but is instead the result of the careful application of certain principles and tools. Try these five techniques for crafting leaner, meaner, more ef.