There is an apocryphal tale about Ernest Hemingway waging a bet that he could write a short story in just six words.
The result was: “For sale: baby shoes, never worn.”
While it’s now known that Hemingway didn’t author this piece of flash fiction, the misattribution is based on his famed ability to say so much in so little.
There are few things more beautiful and satisfying than unlocking a whole world with just a few words. But aside from the aesthetic qualities of conciseness, it can also be a powerful tool that ensures your readers grasp your message quickly and effectively.
Here are four tips for writing with brevity.
1. Most readers switch off, so put your important information at the top
While a well-crafted slogan can capture everything in a single sentence, blog posts typically have a few hundred words to make their point.
According to Agency Analytics, visitors spend an average of just 52 to 54 seconds on a webpage. With less than a minute to get your message across, it’s crucial to put the most important information front and centre.
So, even in the shortest blog posts, leading with key details ensures your readers take away the essential points before they lose interest or click away.
2. Write for scanners, not just readers
Research reported by the Nielsen Norman Group found that most online readers scan articles rather than reading every word.
The likelihood is that many of the people reading this article will miss this sentence as it isn’t a subheading or highlighted by a bullet point (well done to you and your concentration abilities if you’re reading it!).
The harsh reality for internet authors is that most of their expertly crafted words will be glanced at and largely missed. As such, it’s important to write for the scanners of this world and not just the readers.
You can do this by:
- Writing subheadings that clearly signpost your key arguments
- Using bullet points
- Putting key phrases in bold.
These methods help you capture the important points of your blog in a few succinct sentences that even the quickest scanners will absorb.
3. Cut the fluff
It’s not uncommon for there to be several words that can be cut from a sentence and for it to still mean the same thing.
Take the above sentence, for example. A full 25 words that could be reduced to a mere 16:
“It’s common for sentences to contain unnecessary words that can be removed without changing the meaning.”
Every word in your writing should serve a purpose. Cutting out the fluff keeps it sharp. So, after writing, get your editor’s cap on and start snipping.
4. Don’t write any more than you need to
Brevity is both elegant and valuable, so it’s important to never overstay your welcome. Once you’ve said everything you need to say, get out before you devalue or distract from the substance of your earlier, more important points.
On that note (and in the spirit of keeping things brief), if you need help crafting concise, impactful content, please get in touch.
Email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more.
