Why Writing Less Is Better for Business


People often confuse brevity with superficiality.

They think concise writing means incomplete thoughts, missing information, and lack of knowledge.

In fact, the opposite is true. Content that drags on and on (and on) exhausts readers and suggests that your thought process is confused and rambling (which doesn't inspire confidence). Content that does brevity right tells readers that you’re a whip smart clear thinker. It says, “I’ve mastered this topic and distilled it to its essence so you don’t have to.”

Taking the burden off readers—explaining a topic clearly and concisely so they don't have to use extra brainpower—is one of the greatest gifts you can give them. Most readers don't have the time or energy to piece together the minutiae the way you did when you were learning the topic.

They’re relying on you to do that work for them.

And that’s part of the beauty in brevity: you've already got the knowledge to master this skill. You’ve trained; you’ve worked with clients; you know your stuff. You’re able to create good, clear copy right now today. Yes, good writing still takes some time and thought, but you already have the deep knowledge necessary to create deep brevity.

But brevity isn’t always synonymous with short. Brevity is more about the concision with which you convey your thoughts than it is about actual word count. (Though, of course, it’s important to consider both.)

And when you do, readers will trust you. They’ll have warm feelings toward you. You did a small, good thing that made their lives a little easier—and that brings them a step closer to becoming your paying clients.

Weekly writing affirmation: As my content gets briefer, my business gets stronger.




Laine Bergeson