Many still consider telegrams the ultimate in short form writing. With senders charged by the word, messages were reliably short and economy of language prized. The shortest ever sent is believed to be a conversation attributed to either Oscar Wilde or Victor Hugo and their publisher, which consisted of a '?' to ascertain book sales and a response of '!'. Now that's creatively concise.
Nowadays, with discerning audiences time-poor, short is often much sweeter in the modern world, too. Sure, there'll always be a valuable space for long, engaging copy that captivates with its storytelling sway. But making just as much impact in fewer words is also vital. It all depends on what you're trying to achieve and the audience you're writing for.
Long form could be a blog post that delves deep, a brochure that truthfully depicts a product or a white paper that offers persuasive value. It's for when you want to inform, educate or convince on a grand scale. On the other hand, short form is direct and catchy, like a social media post that grabs attention, a slogan that encapsulates a brand, a headline that piques interest, or a product description that sparks curiosity. It's for when you want to claim the spotlight, make an impact and engage your audience as quickly as possible.
For someone who loves to write, taking your foot off the pedal and reining in the words, even when writing long form, is challenging. But here are a few valuable tips to say more with less:
· Don't be precious
You're writing for an audience, not yourself. It may be a fabulous sentence honed to perfection, but is it necessary? Every word must serve a purpose.
· Be bold and make the cut
Write down everything you want to say. Then, take control and get selective. Trim it down, remove any excess and leave the best bits behind. Once done, do it again.
· Read it aloud
Hearing your words helps to find your flow and removes unnecessary clutter. Take a break between each stage to clear your mind. Try to write as you would speak. Oh, and use the active, not passive, voice.
· Call in the professionals
Here at Bwritr, we implicitly understand the brevity/impact balance and can help you find that perfect sweet spot to deliver compelling content within the best character count. Telegrams gratefully received.