Every word counts. But more words won’t automatically make your writing better.
Sentences clogged with unnecessary words slow readers down and make your message less clear. And, let’s face it. Today’s readers are likely viewing your web page, or reading your blog post, or checking out your sales proposal online. They’re probably multi-tasking, too.
This type of reading is called “shallow reading.” The focus is on speed. We scan. We skim. In our text-oriented world, we expect messages to be direct. If what we’re reading doesn’t capture our attention and tell us why it matters quickly, we click on to the next thing.
Simplifying doesn’t mean dumbing down
When readers give you a few seconds of attention as they decide to read or not to read, the power of the words you’ve chosen is amplified. Each word must work harder. When you streamline wordy sentences, it’s not about dumbing down your content. Rather, it means respecting your reader by making your posts or sales materials easily scannable and fluff-free.
Here’s what’s fascinating. You would think skim-first, shallow readers would consume less content. But it’s the opposite. The appetite for quality content is growing. Your readers are searching (literally!) for content that answers a specific question, explores a certain topic, or explains a solution to a particular problem. When they find a match, they’re in. When the information is relevant, they will stop to read – really read – your content and click through to explore your other insights on the topic.
<Related: Content marketing strategy: The good, bad, and downright ugly>
Good content can be the cornerstone of your marketing strategy, opening doors, reinforcing buying decisions, and strengthening customer relationships. So how do you ensure you’re choosing the right words and getting rid of the ones that aren’t necessary? Read on for three easy-to-implement tips to de-clutter your writing and catch – and keep – your readers’ attention.
1. State your purpose.
It’s a lot easier to get where you’re going when you can plug a destination into your GPS. When it comes to crafting written content, it’s easier to be clear when you have thoughtfully defined your purpose. Sometimes that’s easier said than done. As Steve Jobs said, “Simple can be harder than complex.”
One of the best ways to produce simple, understandable writing is to establish a clear road map before you start. Define – and get agreement – on who the precise target reader is and exactly what action you want them to take. Don’t kitchen sink it. Create content with specific readers and actions in mind. When you’re tempted to add another audience or another action, step back and take another look. Broaden your original target audience or create two separate pieces of highly targeted content.
Taking the time upfront to outline the purpose of each piece of content is just as important as building a strategic content marketing plan. Getting to simple can be challenging, but putting in the effort before you start typing is the surest route to simple, direct messages that resonate with your readers.
< Related: A totally possible plan: How content marketing gets done>
2. Banish extra words.
George Orwell famously said, “Never use a long word when a short one will do.” That’s never been truer. The secret to streamlining wordy sentences comes down to choosing the right words.
The right words aren’t the ones that have the most syllables or help you win at Scrabble. Stick to the most direct way to say what you want to say, in as few words as possible.
Yes, what you write for your website, blog, or LinkedIn post should demonstrate your expertise. But you do that by showing off how well you know your audience and your subject matter, not by using million-dollar words or a thesaurus.
Write the first draft. Set it aside for at least a couple of hours or, even better, overnight. Then, go back and edit with fresh eyes. Your aim when editing should be to increase clarity and ruthlessly cut extra words or redundant information.
Put yourself in your reader’s shoes. Be complete, not repetitive. Provide an example or two to illustrate key points, but don’t go overboard. Explain concepts and terms to ensure your readers are following your point vs. assuming they know what you mean.
When to hit delete:
When you put on your editing hat, look for words that aren’t adding value to a sentence.
- Say it shorter. Use “if” instead of “in the event that.”
- Cut imprecise modifiers like “very,” “really,” “totally,” or “probably.” If you can’t be exact, these words are only cluttering up your sentences.
- Fight redundancy. Many times, one word is enough. “Result” rather than “end result.” Or, “join” not “join together.”
- Be conversational. One easy way to reduce formality is by using contractions. Saying, “we’ll” instead of “we will” or “let’s” rather than “let us,” instantly sounds more like how you talk.
- Delete that. Do a search on your final draft for each “that.” Most sentences will read fine after eliminating the “that.” For example – “This is the best post that I’ve read” becomes “This is the best post I’ve read,” meaning intact.
3. Simplify sentences and paragraphs.
As you edit, balance scan-ability and readability. Simple, direct, and compelling content doesn’t automatically mean short. Readers will invest and read when the information is relevant.
Write with your reader in mind. Posts should not be dense. Two short sentences are often better than a longer, complex one. Keep your paragraphs short. Add subheads or graphics every few paragraphs. Break information down into bullet points when it makes sense. All these things – subheads, paragraph breaks, and bullets – open up white space on the page, making it easier for readers to quickly scan to see if there’s something worth investing more time to read.
Finally, take advantage of tools to help streamline wordy sentences. Grammarly (the premium (aka paid) version) offers style and vocabulary suggestions, in addition to basic spelling and grammar checks. My favorite is when it politely calls out a sentence that an average reader may not understand.
Another good (and free) tool is Readability Formulas. The tool runs your text through seven different readability formulas to provide the grade level. For reading ease, research shows that most writing should aim for the 7th to 9th-grade range. (For reference, this post scores at the 7th-grade level.) Remember, the score is about clarity, not the complexity of your subject. If your posts score at the higher end of the readability scale, take another look. Where can you substitute simpler words? How can you streamline your sentences?
Another good (and free) tool is Readability Formulas. The tool runs your text through seven different readability formulas to provide the grade level. For reading ease, research shows that most writing should aim for the 7th to 9th-grade range. (For reference, this post scores at the 7th-grade level.) Remember, the score is about clarity, not the complexity of your subject. If your posts score at the higher end of the readability scale, take another look. Where can you substitute simpler words? How can you streamline wordy sentences?
Take your content from good to great
Don’t let less-than-great writing sabotage your content marketing strategy. If writing isn’t your thing, consider outsourcing. When you add up the costs and compare them against the value of your time, you’ll likely find working with a marketing writer is an affordable solution to ensure your written messages generate the business-building results you need.
Need help finding the right words to tell your story? Write Hand Ann can help you streamline wordy sentences, create compelling content, and drive business.
