Mastering the art of writing short but powerful
Creative storytelling tools like visual aids, bullet points allow a writer to say more with less.
Having a lengthy story doesn’t automatically mean it’s offering better information. In fact, most blog posts and press releases don’t need to be several hundred to 1,000 words.
Keisha-Gaye Anderson, a communications strategist, suggests that using creative storytelling techniques can help writers craft easily digestible copy that provides valuable information to readers.
“In a world where every second counts, mastering the art of concise writing isn’t just a skill, but a necessity,” Anderson said during a Ragan Training session, “Power Posts: Bite-Sized Writing Tips.“
Create a roadmap
Regardless of the length, a story needs a punchy headline or subject line to grab a reader’s attention and make them want to read further. A strong introduction is also necessary to set the stage for the rest of the post and hook the reader’s attention. It’s the body of the story where concise writing becomes crucial, Anderson said.
Huge blocks of text can be intimidating, so Anderson recommends using subheadings and bullet points to structure content logically, like a roadmap for the reader.
- Subheads: Use them throughout the copy in relevant sections. They help drive the reader along, spark curiosity and provide a clear picture of each section’s content without giving everything away, Anderson said. Use action words and vivid language to draw readers down the page but keep them under 10 words each.
- Paragraph structure: Start with a topic sentence, followed by straightforward supporting sentences that provide evidence. End with a concluding sentence that sums up the point or transitions to the next idea. Aim for three to five sentences, totaling 50 to 100 words.
- Bullet points: Focus on a single idea per point and keep each point less than 15 words.
Show, don’t tell
Instead of trying to prove a point with a lot of words, use supporting data to add credibility. Incorporating charts and graphs can make that information more accessible without having to use valuable space on the page to explain it. Anderson advocates for using images, videos and infographics to enhance the appeal of a post and illustrate key points.
Using relevant hyperlinks to external sources or past coverage can keep a writer from having to repeat too much background. Linking to other content can also improve navigation and prompt readers to explore more deeply, Anderson said.
End on a strong note
A strong conclusion is just as important as the introduction. It’s the last chance to make an impression on a reader. Anderson said that besides summarizing the main points of the story, the conclusion should provide closure to the reader. The conclusion is a great opportunity to offer a call to action, tell the reader how to share their thoughts, offer resources for more information.
After each post, go back and compare its performance to other stories in page views, bounce rates, time on page and social shares to determine what’s working and what’s not. That’ll make sure you’re maximizing every word.
Watch the full video below.
