It’s difficult to let things go. Clothes you hardly wear, Kitchen gimmicks you bought at a show. Clinging to peripheral details of your brand story can be the same. We want to squeeze in another one or two points because we think more is obviously better.
The hard truth is that the longer and more detailed your communication. The higher your risk of a TL;DN outcome. One of the popular ‘initialisms’ of 2023, TL;DR is short for ‘too long; didn’t read’. The term has its roots in online gaming and pops up in blogs, tweets, posts and comments. Indicating widespread adoption, it was added to the Oxford Dictionaries Online in 2013.
I suppose it’s nice to be able to have a label for how most of us react when confronted by user manuals and instructions as well as emails from the medical aid, bank and insurance company.
Although social media favours short, sharp, attention-arresting single-concept posts, the shorter – longer copy struggle is not a modern-day phenomenon.
Short isn’t stupid
Shorter copy doesn’t have to be superficial, facile or ‘dumbed down’ for readers. It’s quite possibly the opposite. Shorter copy consumes more brainpower, increases editing and forces you to ‘tidy up’ messy thoughts. This is not something online gamers have taught us.
In the 17th century, the French mathematician, physicist, inventor and philosopher, Blaise Pascal made a comment which has since been attributed to numerous others.
According to Quote Investigator, Pascal added the following to a letter he wrote in 1657: “Je n’ai fait celle-ci plus longue que parce que je n’ai pas eu le loisir de la faire plus courte.”
Roughly translated, it says, I have made this [letter] longer than usual because I have not had time to make it shorter. Due to a lack of time (and effort), the writer burdens the reader with unrefined thoughts. That kind of communication is going to get a TL;DR and ignored if the consumer’s not prepared to put in the time and effort to understand what’s being communicated.
Tips for cutting content:
- Target messaging. If there’s an angle to your story that will stick with a specific target audience, then deliver them that. Mass targeting is a thing of the past.
- Break it up. Make each point a single post.
- Sum it up. You might need to think (AI can help). Find the single message. Use strong words. Translate internal jargon to consumer benefits to hit home.
- Add meaning with visuals and videos. A strong visual can amplify the message, no reading is required. And video is perfect for a quick demo or soundbite.
That’s a wrap for 2023. Have a wonderful festive season. May you relax, recharge and perhaps do some recreational reading before the ‘year of more’ in 2024.
Our offices will be closed from the 21st December until 8th January 2024, but I am available for clients throughout the holidays.
