Edit Once, Edit Twice, and Then... Edit Some More

Quality is more important than quantity. One home run is better than two doubles. Steve Jobs

We've heard "quality over quantity" since we were kids. And while we'd mostly agree, our minds play tricks on us.

When we write a blog post, a sales brochure, a case study, or any other content to support our efforts, we tend to feel that longer means more...professional, worthwhile, thorough, and likely to convert the reader...better.

Maybe we see length as proof that all the information is in there, so we'd be answering every user question at once. Or perhaps the extra effort and length makes us feel like we did a better job, so no matter the results...we're prouder of ourselves.

But that's not how we make our own reading decisions.

We may be amazed by the size of a certain eBook, but we won't choose it because of its length. We'd rather read a sharp summary, get a quick recap, or have a handy checklist for our actual day-to-day work.

And our audience wants the same: don't make them read; easily tell them what's in it for them. If you try walking in their shoes, you'd also appreciate getting the gist faster...even if only to quickly determine it isn't for you in the first place.

So write that paper. Get started. Then edit down to only the really important stuff that simplifies your value so you can multiply your results.

...and then edit some more.