Just how little can you get away with saying?

What Scandi crime can teach us about economy of words

[Image courtesy of Daniel Larsson at Flickr Creative Commons]

I’ve just finished watching season 1 of The Bridge, a joint Swedish/Danish crime drama. It was first broadcast a few years ago, but by the time I realised it was the must-watch series, it was too late to catch up.

Now, thanks to Netflix, I’m in binge paradise. And I’ve been bingeing on Scandi whodunnits.

My Swedish isn’t up to much (though it’s coming along, thanks to Saga and Martin) so I’ve been relying on the subtitles to make sense of it all. And what’s struck me is that often, it’s an abbreviated version of the spoken word. 

Of course it is. When they’re talking nineteen to the dozen in Swedish or Danish, there’s just no way you can translate every word. People simply can’t read at the speed of the spoken word in full flow.

So the translators summarise. And you know what? The series is just as enjoyable. Yes, if you’re a purist (and I am, though I’m getting better) you lose some of the subtlety, but the key messages still get across. 

And that made me think of copy – what you put in, and what you leave out. Because everybody’s busy, and nobody reads everything. So how little can you get away with and still tell your story? 

Here are my top tips tips (not 10, by the way – of which more later) to help you get your message across fast: 

1. Don’t preach to the converted. A general audience needs stepping stones and pointers, but a niche audience doesn’t. Don’t tell them what they already know – tell them something they don’t. Assume prior knowledge and move to the second step.
2. Use jargon liberally – if you can get away with it. This is counter-intuitive, as it breaks one of the cardinal laws of copywriting. But if you’re writing for an audience that’s already in the know, you can use acronyms and buzzwords. What’s more, you should, as it demonstrates your expertise and knowledge.
3. Cut to the chase. Don’t go for a ‘delayed drop’ when it comes to copy. If you’re going to set up a problem that you’ll later resolve, paint a picture fast and move swiftly on. Remember that they’re reading not to find out just how difficult their lives are, but how you’ll sweep away those difficulties and make their lives easier.
4. Make sure it’s really fresh. You’ve just discovered something new and exciting, and you want to shout it from the rooftops. But new to to who? Remember, you’re writing for the audience, not for yourself. So step outside yourself and think about what they already know.
5. Write for a single person. This will really sharpen your focus and help you tell a targeted story. If you write for the masses, you’ll be tempted to include everything. If you have one person in mind, you’ll be able to think more clearly what’s important to them.
6. Abbreviate,  then abbreviate again. Take a leaf out of the Nordic scriptwriters’ book. Pare your sentences down and make economy of words your goal. Is every sentence pulling its weight? Cut out a paragraph and see if it makes a difference (you’d be surprised how often it doesn’t).
7. Turn the tables. Suddenly, you’re not the writer, you’re the reader. So would you read it if it was somebody else’s copy? Would you trudge all the way through to the end? If there’s even a moment’s hesitation, start cutting now.
8. Don’t lose sight of the goal. What do you want people to do – call, send an email, give their details to download an e-book? Or is this a top-of-the-funnel piece that’s just educational? Don’t throw everything in, but carefully select what moves you (and them) closer to your objective.

The overarching message here is: don’t overwrite. If you haven’t got 10 tips (and who said there had to be?) then don’t scramble around to make up the numbers. Say what you have to say and move on. Keep the story flowing, and always leave them wanting more.

Just like those Scandi crime dramas. Arne Dahl, anyone?