"Since brevity is the soul of wit," says Polonius in Hamlet, "I
will be brief."
What a shame we don't follow his example.
All too often, we think that more is more. It's rarely the case.
If a thing's worth saying, it's worth saying again - as I say in
my Top Tips - but there's no reason why you can't make it brief.
Both times.
In business communication, more than other forms of writing,
it's vital to consider the audience's attention span. People
willingly pick up a novel, and will stay with the author as he
weaves the strands of the plot together. They know they might
have to read several hundred pages before all is resolved. But
they don't mind; they're enjoying the journey.
Copywriters have no such luxury. Readers don't pick up a
brochure, scan a newsletter or browse a site for entertainment
(unless, of course, it's an entertainment site). They want
information, and they want it fast. How much does it cost, where
is it available, why is it better than competitors' products,
why should they bother upgrading, what colours is it available
in. Facts, facts, facts, as Mr Gradgrind said.
Some time ago, I was contacted by a potential client. He'd
written the bones of a brochure himself, but he wasn't pleased
with it. Perhaps it was a bit long. He didn't know.
It ran to 17 pages. It meandered. It repeated itself. It changed
tone several times. It even contradicted itself. To me, it was
obvious what the problem was.
"We need to cut," I said, " and it has to be brutal."
He was doubtful. How could we reduce 17 pages to two or three?
Impossible. But I insisted. And we did it. Just a few days
later, he had a two-page document that said everything. It was
clear, direct and readable. It got to the point quickly. And,
most importantly, it respected readers' time. And it worked,
which is the ultimate test.
And that, for the sake of brevity, is where the story ends.
