I saw a Facebook post last week that struck a chord. It read:
“Don’t use a big word when a singularly unloquacious and diminutive linguistic expression will satisfactorily accomplish the contemporary necessity.”
Now I am not suggesting you use fewer words than are required, merely that you don’t use more words than you need.
Here is an example of what I mean:
At this point in time, there is no news.
Far better to say:
Currently, there is no news.
Long sentences lack clarity and impact, two important parts of effective marketing.
Ernest Hemmingway famously once produced a wonderfully effective short story by just using six words. Yes, I said a whole story in just six words. Here it is:
For sale. Baby shoes. Never worn.
Take inspiration from Hemmingway and keep your sentences short and to the point.
Pick out the fluff. Aim for clarity. Restrict your sentences to a single thought.