Don't Make Me Read

Content may be king, but it also runs our lives and our stress levels.

We're hit with content constantly: work, personal, emails, forms, stories, products, physical, digital. It doesn't stop.

If we're creating it, we have some say over whether it's clear, concise, and worth reading.

Yes, some content needs depth. Technical docs, product walkthroughs, implementation guides. Long for good reason. They need to cover everything.

But your website? Your ads? Your product copy? That's a different ask entirely.

Remember high school English, padding essays to hit a page count? Quantity doesn't equal quality. We all knew it then. We keep forgetting it now.

If you can't quickly explain what's in it for me, and I can't repeat your explanation to someone else, and it isn't simple enough to spread on its own, then it's too much.

Your audience doesn't want to read that much. Neither do I.

Tell me what I need to know. Quickly. Clearly. With as few words as possible.