Smart Brevity

"Brevity is confidence. Length is fear."

Information overload is real. In today's digital age, we're bombarded with an unprecedented volume of words across various platforms. This constant flood of information has led to shorter attention spans and a tendency to skim rather than read deeply.

Smart Brevity is the solution. It's a communication strategy that focuses on delivering maximum value in minimum time. By adopting Smart Brevity, you can:

• Increase the chances of your message being read and remembered

• Respect your audience's time and intelligence

• Sharpen your thinking and improve clarity of expression

Smart Brevity isn't about dumbing down content or sacrificing depth. Instead, it's about distilling complex ideas into their most essential and impactful form, making them more accessible and memorable to your audience.

"You have a few seconds at most to share a clear answer. After that, you'll lose your reader to one of a dozen other emails, tabs or alerts fighting for their time."

First impressions matter. In a world of constant distractions, your headline and opening sentence are crucial in determining whether your audience will engage with your content or move on.

To create attention-grabbing openings:

• Use 6 words or fewer for subject lines and headlines

• Start with your most important point or a surprising fact

• Avoid being clever or cryptic – clarity trumps creativity

• Use active verbs and strong, vivid language

Remember, if you can't capture attention immediately, the rest of your carefully crafted message may never be seen. Treat every word in your opening as precious real estate, designed to entice the reader to continue.

"Most people are too busy to understand not just what is important, but why it's important. Be a hero: Tell them in a brisk, clear, illuminating way."

Context is king. Even if you've grabbed your audience's attention, they need to understand why your message is relevant to them. This is where the "Why it matters" section comes in.

To effectively provide context:

• Use clear signposts like "Why it matters" or "The big picture"

• Explain the implications or potential impact of your information

• Connect your message to broader trends or issues

• Keep it concise – aim for one or two sentences

By explicitly stating why your message matters, you're not only informing your audience but also engaging them on a deeper level, increasing the likelihood that they'll remember and act on your information.

"If you see everything, you remember nothing."

Design for modern reading habits. Most people don't read word-for-word; they scan for key information. Smart Brevity embraces this reality by structuring content for easy skimming.

Key strategies for skimmable content:

• Use short paragraphs (2-3 sentences max)

• Incorporate bullet points for lists and key ideas

• Bold important words or phrases to guide the eye

• Use clear headings and subheadings as signposts

• Break up text with white space

By structuring your content this way, you make it easier for readers to quickly grasp the main points, even if they don't read every word. This increases the chances that your key messages will be understood and remembered.

"Never get 'retribution' if you can get 'revenge.'"

Simplicity is powerful. Often, we believe that using complex language makes us sound smarter or more authoritative. In reality, it can obscure our message and alienate our audience.

Guidelines for choosing strong words:

• Prefer shorter words over longer ones (one-syllable > two-syllable > three-syllable)

• Use concrete, vivid language that creates mental images

• Avoid jargon, clichés, and "fancy" words

• Opt for active voice over passive voice

• Be specific and precise in your word choice

By using simple, strong language, you make your message more accessible and impactful. Remember, the goal is to communicate clearly, not to impress with vocabulary.

"Emojis, once the cheeky domain of kids and jokes, can be absolute 🔥 conveying emotion, intent and even nuance."

Visual communication is powerful. In our increasingly visual culture, incorporating images, graphs, and even emojis can significantly enhance understanding and engagement.

Tips for effective visual communication:

• Use clean, simple images that directly support your message

• Incorporate data visualizations to make complex information digestible

• Use emojis sparingly to add tone or quickly convey ideas

• Ensure visuals are accessible and easily understood at a glance

• Balance text and visuals for maximum impact

Remember, the goal is to use visuals to enhance, not replace, your written content. When used effectively, visual elements can make your message more memorable and shareable.

"Smart Brevity isn't hocus-pocus—it can be learned and taught."

Versatility is key. The principles of Smart Brevity can be applied to various forms of communication, from emails and social media posts to speeches and presentations.

Applying Smart Brevity across mediums:

• Emails: Use clear subject lines, bullet points, and bold text for key information

• Social media: Craft concise, attention-grabbing posts with strong visuals

• Presentations: Limit slides, use minimal text, and focus on key takeaways

• Speeches: Start with a strong opening, use numbering for main points, and reinforce your key message

By consistently applying Smart Brevity principles across all your communications, you'll develop a reputation for clarity and efficiency, making your audience more likely to engage with your future messages.

"If you're not communicating inclusively, you're not communicating effectively."

Inclusivity enhances reach and impact. Effective communication requires considering diverse perspectives and experiences. Smart Brevity, when applied thoughtfully, can help make your message more accessible to a wider audience.

Strategies for inclusive communication:

• Be aware of your own biases and blind spots

• Seek out diverse perspectives when crafting your message

• Use clear, jargon-free language that's accessible to non-native speakers

• Consider how your message might be interpreted by different groups

• Actively work to uplift and include diverse voices in your content

By communicating inclusively, you not only broaden your audience but also enrich your message with diverse perspectives, leading to more comprehensive and impactful communication.

"A magical thing happens when you communicate crisply and transparently: You cut out all the employee gossip and pot-stirring that come from being confused or kept in the dark."

Communication shapes culture. Implementing Smart Brevity at an organizational level can lead to improved alignment, transparency, and employee engagement.

Benefits of leading with Smart Brevity:

• Increased clarity around organizational goals and priorities

• Improved information flow across departments

• Enhanced employee engagement and sense of connection

• Reduced time spent on ineffective meetings and lengthy emails

• Fostered culture of efficiency and respect for others' time

By modeling Smart Brevity in your leadership communications and encouraging its adoption throughout your organization, you can create a more efficient, transparent, and aligned workplace culture.