Smart Brevity: the anti-marketer marketer's dream

What it means: I am a self-professed 'anti-marketer.' I prefer simple, plain English over buzzword-laden preamble. Most marketers feed off buzzwords. Not this one!

Smart Brevity is the anti-marketers dream - why?

• It forces you to write how readers consume content - as fast as possible.
• It requires simple, easy to understand language.
• For example: you wouldn't say 'elongated yellow fruit' when you mean 'banana' - so why do we say 'core competency' instead of 'skill' or 'price point' instead of 'price?'
• It removes unnecessary fluff and boils it down to the 'why should I care' factor.

Why it matters: nobody wants to read long, convoluted content.

• Short, crisp content is digestible and easy understood.
• Removing weak, fancy and foggy words clarifies your writing.
• Being specific and direct, with strong words and active verbs, gets your point across better and more clearly.

Why you should use it: Writing simply is a more effective way to articulate your points and engage readers.

• There is power in simplicity.
• It's obvious when you're overdoing it.
• Write as if you are talking to your neighbor or coworker, not your English professor.

^^^ my attempt at writing in 'Smart Brevity' to capture why this book was so impactful to me (right next to 'Writing without Bulls*t' - a book with similar premise.