Short sentences. Short sentences are easier to comprehend and have more impact. They also make it easier for a reader to quickly move through a document.

Active voice. Writing in the active voice will give any copy more excitement. Engage readers by drawing them into the story.

Bolding. Strategic use of bolding will help readers scan through a document, help call out important themes and ideas, and break up long prose.

Bullets. Bulleted lists aid comprehension, help draw parallels between like ideas, and give air to long prose. Use bullets for lists of items or consecutive ideas.

Callouts. Use callouts to highlight important parts of the document. Callouts should be one or two sentences. Readers often scan callouts when contemplating reading a document.

Multiple entry points. A document with multiple entry points is easier to read than long prose. Short paragraphs, headlines, bolding, and lists are all ways to add multiple entry points to a long document.

Busy people don’t want to commit to reading anything if it appears to be a daunting task. By making content more accessible and highlighting important points, readers are more likely to engage.

Nobody wants to read long copy. Especially in a marketing piece.

Since most people receive more than 2,000 unsolicited messages a day, sending a brief message as possible is extremely important. A challenge for every writer, shorter content:

• Provides the visual advantage—people are more likely to choose you over others because it will take less time to commit to read.
• Results in better content—no one wants to read wordy content. Write short sentences and eliminate unnecessary words.
• Enhances branding strategy and positioning—brevity allows for targeted writing that reinforces the brand.

The next time you write (an email, a blog post, or marketing collateral) try to eliminate ⅓ of the text. After that, try and reduce it by another ⅓. You will see the results—clearer and more concise content. There is an inverse relation between length and strength.