I posted three ways to write better content using less words and more meaning back in March. What I didn’t elaborate on is why this approach works. The reason is your readers like simplicity.
One focused thought at a time. People only have so much attention to give. The more clutter your content has, the less effective your message.
Get to the point – Your readers will pay attention.
Present fewer choices – Your readers will take action.
Really? Don’t your readers prefer more information, multiple solutions, and many choices?
No. Our brains are wired to slow down when forced to think rationally. Too much information to think about can cause your reader’s focus to wander or worse not take any action at all.
There is a fine line between developing content that is complete and writing something too complex. For me, simplicity means directly emphasizing what is important to your readers. Every non-essential or unimportant element you remove is one step towards doing just that.
To learn more about the scientific explanations of why limiting choices drives more action, I highly recommend reading Robert Cialdini’s best seller Influence: The Psychology of Persuasion.
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