Steve

I’m doing all I can to overcome the inability to effectively communicate in writing.

Your assistance is greatly appreciated.

John.

Thanks

Tom

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.