Writing - Keep it Short!
In the work that I do, there’s a strong theme: reduce, reduce, REDUCE the length of text.
Most often, I experience this when I redevelop an existing product for a client. I take a document that’s usually been around for a while and look for ways to make it fresh and relevant. The first thing I do is confirm with the client “what is the real, boiled down, essential purpose of this document?” After that, I redevelop the whole thing with that purpose in mind, typically cutting out half or more of the existing text.
You see, in the past, longer content was generally more acceptable. Today, it is not uncommon for people to stop reading after the headline.
More than ever, we have to be intentional about the text that we put on a page. Governments often struggle with this, I think, because we have so much information that needs to be shared. However, instead of getting stuck in the trap of overloading your material, follow these guidelines
Focus material on one or two essential topics.
Resist the urge to provide too much detail – convey only the most important points. Adding too much information risks losing your key messages.
Compliment text with colour, space, and infographics. This is what will initially draw a reader to look at your document, and it helps highlight your key messages.
These concepts apply to report writing as equally as print material or mail outs. I invest time and effort in distilling my reports down to the essential messages – the days of 50 page reports are over. I aim for 10 pages or less, and that includes graphics and blank space.
Keeping your text short and focused requires intention and effort. I have honed these skills over years of distilling complex, technical information into readable material that the average person can read. The pay-off is that short products focused on essential information are less likely to end up in the recycling bin and more likely to be read and understood.
Short is a commitment I make to my clients, without compromising quality. If you work with me, this will be a recurring theme.
Short is refreshing, and I’m pretty sure you’ll agree.
Further reading: “Making a SHIFT Starts with Simplicity” (How To Communications)
