The world is awash in words. As the use of social media and content marketing continues to skyrocket, so does our collective global word count.
We like to say, somewhat derisively, that “the human attention span is shrinking.” Is it that? Or are we skimming in self-defense? It may be that our poor brains can only handle so many posts and tweets and reviews and rants and...
So how do you cut through the cacophony and actually reach your target audience? Ironically, one way to get them to listen more is to SAY LESS.
Why does succinct succeed?
- It shows that you respect the reader’s time.
- Key points are more easily discerned.
- Leaving certain things unsaid creates an air of mystery and a desire to know more.
Let’s face it, when presented with Company A’s 800 word product description and Company B’s 350 word version, which would you read first, and perhaps exclusively?
Now, of course, there is definitely a place for long-form content like case studies and white papers. Depending on where a person is on the “buyer’s journey” and which buyer persona most accurately reflects their research style, a lengthy piece may be exactly what they want and need. But generally speaking, the content you create (and your communications in general) should deliver lots of insight and lots of value, not lots of words.
Some tips for keeping your message compact:
- Use short bulleted lists (with brief bullets).
- Make it a goal to reduce everything you write by 25% in the editing process.
- Pictures are worth a thousand words—let them do the talking.
And while I feel it’s OK for an interesting or entertaining blog post to edge up into the range of 500–800 words (with "long-form" hedging up to 1200), I’ve kept this puppy at a tight 300 words... give or take ;)
