What is “A branch of knowledge or study, especially one concerned with establishing and systematizing facts, principles and methods, as by experiments and hypotheses derived from observation and experimentation carried on in order to determine the nature or principles of what is being studied”? Science. Wordsmith wisdom yes or no?
How about this one? A small gravity railroad, especially in an amusement park, having a train with open cars that moves along a high, sharply winding trestle built with steep inclines that produce sudden, speedy plunges for thrill-seeking passengers. Easy, but fun, it’s a roller coaster. Wordsmith wisdom yes or no?
The other day, I was talking with a client while going through the drive-thru of a local smoothie place. I ordered what I thought would be a refreshing mid-day snack, but what came through that window was a veritable trough of coconut, pineapple and protein booster on ice. Had I been focused on my transaction, I would have ordered a smoothie half the size, which would have been just as satisfying and easier to digest – for me and my wallet.
Similarly, if you try to stuff readers with complex verbosity and lengthy details on something they aren’t familiar with, they might not be able to consume all of it. Nor will they want to. If you can get your point across in 10 words, great. But, saying it in five is even better. You’ll find that you can often say more using fewer words.
I liken this to my business and how we craft experiences with words every day. A shorter point makes for a more powerful idea. Choosing the right words for the right situation at the right time is nothing short of fascinating. By being selective in writing and choosing language that effectively conveys our clients’ ideas, we give clarity to the message without weighing it down.
Sometimes we have to remind our clients that brevity is good. You don’t have to unload everything you have in your mind all at once. To engage readers, develop something short, concise and smart. Then, have them reach out for more.
Lisa Tilt is Founder and President of Full Tilt Consulting (www.FullTiltConsulting.com), a national brand development and strategy firm. Contact her at lisa(at)fulltiltconsulting(dot)com.
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