Whether you’re brand-new to copywriting or have been at it for some time, you likely know that writing clear, concise copy is hard. It’s why copywriters are paid so well!
But how do you ultimately distill your message down (especially when you can think of five different benefits)?
Our Book Club Pick
This Filthy Rich Writer Book Club pick offers up some tips for improving your communication. Brief: Make a Bigger Impact by Saying Less by Joseph McCormack is aimed at professionals looking to tighten up their communication so messages are received and heard.
The author is founder and CEO of Sheffield Marketing Partners, which specializes in message and narrative development. He is also a recognized expert in narrative mapping, a technique that helps clients achieve a clearer and more concise message.
Think about how many emails, texts, and other messages you receive in a day. And, just as an experiment, count how many times you check your smartphone today while you’re doing other things.
The B.R.I.E.F. Approach
Now think about your clients or prospective and how much they have competing for their attention. You need to be brief.
McCormack’s B.R.I.E.F. approach (background, relevance, information, ending, and follow-up) gives you a framework for simplifying even your most complex messages and eliminating the fluff.
The book has an important message that is critical to all copywriters: Eliminate wasteful words and stand out from the rest. Remember: Brief is better.
While much of the information is written in the context of distilling information for presentations and other internal communications, you can apply the tips and tactics to your own communication with clients as well as to your copywriting process.
After all, the challenge of capturing someone’s limited attention is the same with internal colleagues and managers as it is with customers.
Your Turn
What are your tips for communicating clearly? And, if you’ve read the book, what did you think? Let us know in the comments below!
Note: This post contains affiliate links.
Last Updated on March 21, 2024
Now thing about your clients or prospective and how much they have competing for their attention. You need to be brief.
Should that be ‘think’ instead of thing? 🙂
Thanks for the catch! 🙂
Less is more is my mantra. I am getting so accustomed to making every word count thanks to being a CCA student. Excited! I am reading Building a Brand Story right now based on a FB group recommendation.