In college I studied Comparative Literature and French.

Neither is known for brevity. Long exposition, ripe with description, historical context, linguistic flourishes, digressions, and soliloquies were considered elements of the highest artform by my professors and their protégés. I was not among them.

I love language.

But not that much. In fact, those years turned me against long form writing and reading (too boring, too much work) and the French (too boring, too much work). It wasn’t until after I graduated that I tapped into my deep affection for short, punchy, persuasive language.

Concise messages made me feel good.

A quick hit of inspiration. A direct, honest appeal. A simple step. I liked reading them in email promotions, website homepages, print ads. Then, I came to like writing them. In my mid-twenties I realized I had the aptitude to write concise professional communications for other businesses and people. A marketing communications writer was born!

A great ad makes me grin. 

One that has few words, big meaning, and infused with wit.

If you’re a Seattleite, you may remember this one from Seattle Metropolitan Credit Union (SMCU). They ran it in 2009, shortly after the financial collapse of banking and lending institutions. Trust among consumers was at an all time a low. SMCU capitalized with a clever, concise (three words!) billboard ad that I still remember, ten years later.

It’s a twist on the common phrase “intentionally left blank”.  It’s good. How do I know? Because it made me want to leave my bank join their credit union. Mission accomplished.

Now, I realize we’re not all in the advertising business, but we do owe it to our customers and prospective customers to cut to the chase. Here are some benefits of keeping it short.

Concise:

• can evoke a strong feeling. Pathos is powerful.
• is respectful. Don’t take more time or space than you need.
• allows for more white space on a page = relaxing.
• leaves more time and interest for questions.
• conveys confidence.

Download motivation to remain concise: