The beauty in ‘BREVITY’

In 1940, as war raged in the skies above Britain, Prime Minister Winston Churchill sent a memo to his War Cabinet pleading for ‘brevity’. He wrote,

"To do our work, we all have to read a mass of papers. Nearly all of them are far too long. This wastes time, while energy has to be spent in looking for the essential points."

In essence, he told them to remove the waffle and focus on ‘short, crisp paragraphs’ to aid clearer thinking.

80 years on…and we can all still benefit from his excellent advice.

There is nothing more yawn-inducing than receiving a marketing brochure which is copy heavy and requires lengthy reading. If you’re trying to sell a product or service, you’ll be far more successful if you can sell it in two sentences than ten.

Because people’s attention spans are short.

And because flowery writing may look clever to you, but it’s waffle to others.

Keep it focused.

Keep it simple.

Keep it brief.