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Seth Godin points us to some really interesting statistical crunching of sentence lengths penned by a handful of published authors today in his post The secret of writing to be read.
Earlier this year, I shared some thoughts about writing for the modern man. Less is more when it comes to selling books or getting people to remember and spread your story.
Comments
7 Responses to “Write Less, Impact More”
One idea at a time; one problem at time, one solution at time.
Amen!
I agree that less is more, but we need to put that in context. There is a danger to simply make everything a vacuous slogan. A headline must draw in the reader, hold the reader’s attention and give something of value.
As you know, there has been much debate about long advertising copy in contrast to short copy. It all depends on context.
If you look at clothing catalogs or even outdoor equipment products, there is often a story involved. For example, where a tent was used, what conditions it held up in, or how it’s based on an ancient tribal design.
The story is the interesting thing and the product is a manifestation of that story. Few people who visit the Louver and see the Mona Lisa can appreciate the painting. They want to see it because this is the original that they have seen so many reproductions of.
Seth Godin’s idea of a book as souvenir has its merit. But a book (or the long form if you will) is a different experience. Just like the long tail, we shouldn’t forget the long form. There is a time and place for everything. There are still business people who have the intelligence and patience to consider and reflect. There is a place for more considered argument in business writing.
Let’s take the example of a complex sale. There is the messaging that simply attracts attention. That happens first. But the next stage is more detail and a discussion of why it makes sense to take the time (non-renewable resource) to invest in further examination of the offering. We now are in the long form. It needs to be easy to understand, jargon-free, but as Einstein said, “Things should be as simple as possible, but no simpler.â€?
The trouble is that many academics (and people fresh out of business school) write as if they already have the attention of the audience. This is a mistake. I think when you say less is more (which I am sold on) this is where it is most applicable. But like the long tail, don’t disregard the long form.
I don’t think anyone would visit the Louver but they may visit the Louvre. Oops!
Christopher. Couldn’t agree more. There will always be a need (and desire) for lenghty subject matter. What the Internet can do (and do well) with content is evidenced by Wikipedia. Give users/readers bits at a time with links to more rather than one lengthy missive. The majority of us don’t read books online. Our content consumption habits are different when we’re plugged in. But that doesn’t mean that the need for the content doesn’t exist anymore, it is just presented differently.
Thanks
Tom
Nice article.
I’m doing all I can to overcome the inability to effectively communicate in writing.
Your assistance is greatly appreciated.
John.
Christopher burned the barn down just to roast a pig. Put it on a bumper sticker and it will sell.
Steve