Smart Brevity: The Power of Saying More with Less

Citing research performed by Ronald Yaros of the University of Maryland, the authors note that people scan more than they read, spending about 26 seconds on a story, generally speaking. The authors then introduce Megan Green, a real estate agent from Florida who employs many of the same concise communication tactics as mentioned in the book when she conducts business with clients. The authors insist that readers will reward writers who show that they respect their reader’s time. In order to make sure that the most important points are remembered, the authors recommend stating these points first. Do not slowly unravel and arrive at the main point. By the time one finally gets to the point, chances are good one has already lost the reader’s interest. The authors close the chapter by offering tips, which include becoming comfortable with deleting words.

Headlines and email subject lines are important and must grab the reader’s attention. The authors refer to this component of writing as the “tease” (63). Researchers for Axios HQ found that six words is the optimal length for this component. The authors, in providing tips for developing these highly important teases, push that six-word limit and advise against trying to be clever or funny or trying to sound fancy.