44 pages • 1 hour read
Jim Vandehei, Mike Allen, Roy SchwartzSmart Brevity: The Power of Saying More with Less
Nonfiction | Book | Adult | Published in 2022A modern alternative to SparkNotes and CliffsNotes, SuperSummary offers high-quality Study Guides with detailed chapter summaries and analysis of major themes, characters, and more.
Part 2, Chapters 5-11Chapter Summaries & Analyses
Part 2: “How to Do It”
Part 2, Chapter 5 Summary: “Be Worthy”
Citing research performed by Ronald Yaros of the University of Maryland, the authors note that people scan more than they read, spending about 26 seconds on a story, generally speaking. The authors then introduce Megan Green, a real estate agent from Florida who employs many of the same concise communication tactics as mentioned in the book when she conducts business with clients. The authors insist that readers will reward writers who show that they respect their reader’s time. In order to make sure that the most important points are remembered, the authors recommend stating these points first. Do not slowly unravel and arrive at the main point. By the time one finally gets to the point, chances are good one has already lost the reader’s interest. The authors close the chapter by offering tips, which include becoming comfortable with deleting words.
Part 2, Chapter 6 Summary: “Grab Me”
Headlines and email subject lines are important and must grab the reader’s attention. The authors refer to this component of writing as the “tease” (63). Researchers for Axios HQ found that six words is the optimal length for this component. The authors, in providing tips for developing these highly important teases, push that six-word limit and advise against trying to be clever or funny or trying to sound fancy. The authors also suggest using one-syllable words and writing in the active voice. Reading whatever one comes up with out loud, in addition, may help one determine if it is an effective tease. If it’s something the writer thinks they would want to read themself, then it’s more likely to be an effective tease. The authors revert to the method of showcasing revisions of poorly constructed teases, and in each case, the “after” version is much more concise and omits filler words and phrases. The revisions cut right to the point but in a way that generates interest.
Part 2, Chapter 7 Summary: “One Big Thing”
The chapter focuses on the lede. The authors maintain that it should express in one sentence the most essential thing the writer wants their audience to take away from what they have written. Readers will ask themselves if what they have written is worth their time; therefore, the writer needs to capture their interest with an effective lede. One tip for writing a solid lede is to express it orally to someone like a friend or a significant other and have them write it down. Then, fine-tune it to be used for the lede. In addition, the authors remind the writer to consider their target audience when composing ledes. They also suggest cutting out adverbs and other non-essential words. Always keep front in mind that this could be the only thing that the reader will remember, so make it count.
Part 2, Chapter 8 Summary: “Why It Matters”
The authors delve into the third core component of smart brevity in this chapter. They recommend using an axiom such as “why it matters,” “the big picture,” or some other common phrase that helps guide the reader and announce what they need to know most. As has been the trend so far in the book, the authors implore readers to be direct and concise, using only a sentence or two. The authors show side-by-side examples of poorly written communications that mince words rather than get to the point as the revisions do. As was the case for the lede, one should consider their target audience and be sure that their message will stick with their reader.
Part 2, Chapter 9 Summary: “Go Deeper”
The last of the core components, the “go deeper” option should go at the end of the written communication. The authors maintain that providing this option shows the reader that the choice is their own as to whether or not they wish to delve further into a subject or not. The authors suggest providing links to more in-depth detail writing about the topic. They also argue that bullet points are effective, as this form of writing plays to the reader’s tendency to skim. In addition, if one wants to draw the reader’s attention to something specific, bold it. Finally, the authors briefly discuss JP Morgan Chase CEO Jamie Dimon’s annual newsletter, which runs about 32,000 words. The company hired Axios HQ to generate a version of the newsletter to share more widely; the result, which was 1,580 words, was widely read. At the end of the newsletter, in the “go deeper” section, the authors linked to the full text.
Part 2, Chapter 10 Summary: “The Right Words”
The chapter begins with a quote from Mark Twain that anchors the discussion for the chapter. The authors criticize the tendency in business writing to create “word salads” rather than straightforward expressions (92). A middle school teacher by the name of Mark Smith is introduced. Mark’s emails to parents were being ignored, but after Mark started applying the smart brevity approach, things changed. Parents were finally getting his message. The authors transition to their “Tips & Tricks” section once again. This time, the focus is on advice meant to help writers avoid using weak words or words that do not have any real objective meaning. The authors provide a list of words that one should avoid using, which they call “fancy” words or “10-dollar” words. The authors also encourage writers to eliminate academic lingo when writing to a general audience. They urge readers to use the active voice whenever possible and maintain simplified, subject-verb syntax.
Part 2, Chapter 11 Summary: “Emojis”
In this very short chapter, the authors argue that emojis, when used properly and with some restraint, can generate interest for readers. Emojis can also bring a sense of levity to the topic and demonstrate that the writer does not take themselves too seriously. The authors provide a list of examples and a sort of glossary for common emojis.
Part 2, Chapters 5-11 Analysis
Part 2 primarily offers a breakdown of the “core 4” components of the smart brevity method. Using a similar structure as employed in Part 1, the authors dig deeper into both the purpose of the core components and the process of how to follow the guidance they offer. Many of the chapters in this part close out with a “Tips & Tricks” section that serves as a tutorial.
The authors continue to explain the art of Cutting Through the Noise With Punchier Writing, further demonstrating how to adapt writing for the digital age. Among the core principles of smart brevity is that a writer should develop an attention-grabbing hook. This hook could come in the form of a headline or an email subject line. The authors argue that the best way to get a reader to be curious enough to read further is to devise a hook that grabs their interest right away. They provide guidance for limitations that should be imposed on these hooks. For example, the authors suggest that one should “[l]imit [one]self to 6 words, tops” and then “[i]n 10 words or less, write the reason [one is] bothering to write something in the first place. Write it in the most provocative yet accurate way possible” (65). They advise using “short words,” which they insist are “strong words” (65). They also propose the general rule that “[a] one-syllable word is stronger than a two-syllable word is stronger than a three-syllable word” (65). This step-by-step tutorial is meant to direct writers toward a more clipped style, which the authors maintain is more likely to grab attention. They also suggest using axioms to help garner interest. They argue that “[a]xioms are like street signs: They tell you where you are and where you are going,” and then they demonstrate how they use axioms in their own work: “We make the big, most important points start with an Axiom, and we bold it in stories, emails, presentations” (79). These are strategies that the authors assure will help writers produce written work that is actually read. The authors additionally claim that smart brevity is naturally responsive to the audience, noting that “[i]n a world full of noise, people reward you if you respect their time and intelligence. This truth is universal. The opposite is true too: They find you annoying if you chew up their time” (58). The authors suggest that when composing a written communication, the writer must be aware that there is a metaphorical battle being waged for the reader’s attention. It is a competitive pursuit: “Every word is a battle for additional time and attention” (63). This intense competition highlights the need for careful and selective writing.
This section relies somewhat more effectively on an appeal to logos, per the theme of Evidence-Based Justifications for Smart Brevity, as the authors provide research findings from University of Maryland researcher Ronald Yaros. The data they present support the justification for implementing the smart brevity method. According to Yaros, “the typical person spends just 26 seconds on a story or update,” which he refers to as “time on text” (56). Again, this datapoint stresses the need to say as much as possible in as precise a manner as possible. Yaros also claims that a reader is “constantly thinking about the next alert, text or email” (58). The authors respond to this finding by saying, “That’s arresting: Even when they’re looking at your words, many readers aren’t paying attention” (58). Furthermore, Yaros contends, “Time can limit engagement even with content for which we have interest” (58). He pinpoints the primary reasons as “[t]oo much text. Too much jargon. Too many choices. Long video” (59). The authors bounce from Yaros’s comments to repeating their main idea that less is more.
The data cited further establish the stakes, thereby demonstrating the need for writers to adapt their styles. The authors also provide their own anecdotal data from their professional experiences, emphasizing again The Business Benefits of Smart Brevity. When they initially began Axios, they received many notes of appreciation from readers. The authors point out,
We knew we struck a nerve when readers started telling us our style was saving them time and increasing their understanding of complex topics. We put an insane amount of effort into eliminating the NASCAR-like noise and distractions you see on other websites and instead wrote short, essential items (56).
Here, the authors suggest the method works, with the proof provided anecdotally.
