SEE THE LIGHT

Jul 5, 20243 min read

Updated: Sep 24, 2024

The Art of Writing Less

Welcome to Louroo.com, where today I'm going to dive into the craft of copywriting and the excellence of editing - my specialist subjects!

As a freelance copywriter, companies pay me good money to write for them.

But the writing is only half the story. The smart companies don't pay me by the word. If that were the case, I'd be a lot worse off. What they do pay my for is to cut through the crap and write smarter, better.

To paraphrase Blaise: if I had more time, I would have written a shorter blog.

So here I'm going to explore the largely overlooked but essentially the entire point of good copywriting: writing less.

Through the lens of "light," we'll uncover how brevity and clarity can illuminate your message, making it both weightless and heavier hitting!

How clever is that?

The Weightlessness of WRITING Light

Imagine holding a heavy book in your hands. Its weight makes it cumbersome, and its dense content can feel like an insurmountable challenge to read.

Now, picture a light, pocket-sized novel. It's easy to carry, and its streamlined narrative invites you to read more. Writing less is about shedding the excess weight of your words, making your content accessible and

inviting.

In today's fast-paced digital age, the statistics on reading habits and attention spans are striking.

According to a study by Microsoft, the average human attention span has dropped to just 8 seconds, down from 12 seconds in the year 2000. A report from the Pew Research Center found that nearly a quarter of American adults (23%) did not read a single book in the past year. Explains a lot.

The trend highlights the importance of concise, engaging content. With so many distractions vying for our attention, effective communication relies on brevity and clarity to capture and maintain readers' interest.

As writers, we must adapt to these changing dynamics, crafting messages that are both impactful and accessible in an increasingly attention-deficit world.

THE Benefits of Light Writing

Easier to Read: Just as we prefer carrying lighter loads, readers appreciate concise writing. It respects their time and keeps them engaged.
Focused Messaging: Stripping down to the essentials ensures your core message stands out. There's no room for distractions.
Increased Impact: Like a focused beam of light, precise writing highlights key points with clarity and emphasis.

Editing: The Craft of Shedding Light

Editing is where the magic happens. It's akin to a sculptor chiselling away at a block of marble to reveal the masterpiece within.

By removing unnecessary words, you refine your message, allowing it to shine.

Steps to Effective Editing

Cut Redundancies: Eliminate repeated ideas and superfluous phrases. Each word should serve a purpose.
Simplify Sentences: Break down complex sentences into simpler, shorter ones. This makes your writing more digestible.
Focus on Clarity: Ensure that your message is clear and unambiguous. If a sentence feels convoluted, rewrite it.

The Cleverness of a Conversational Tone

Imagine a dimly lit room where you struggle to see what's around you. Now, think of a brightly lit space where everything is clear and visible. A conversational tone in writing serves the same purpose—it brings clarity and relatability, making your content easier to understand and more engaging.

Why Conversational Tone Works

Relatability: It makes your writing feel like a friendly conversation, building a connection with your reader.
Clarity: Simple, direct language is easier to comprehend, just like how good lighting helps us see clearly.
Engagement: Readers are more likely to stay engaged with content that feels personal and approachable.

WRITING THROUGH the LENS OF Light.

WRITE Light

Trim the Fat: Just as you prefer a lighter load, aim for writing that’s free of fluff. Every word should add value.
Streamline Your Message: Like a lightweight object, your content should be easy to grasp and carry with the reader.

Light as Illumination

Highlight Key Points: Use clear, straightforward language to bring your main ideas into the spotlight.
Avoid Darkness: Steer clear of jargon and overly complex sentences that obscure your message.

SEE THE LIGHT

The Art of Writing Less

So here I'm going to explore the largely overlooked but essentially the entire point of good copywriting: writing less.