More than ever, audiences are reading less and scanning more. So, isn’t it time we start writing for how we actually read? It’s called writing with Smart Brevity — and once you learn it, you’ll never look at a wall of text the same way again.
Like persuasive or narrative writing, Smart Brevity is a unique writing style. While not every person or organization will use it the same way, there are techniques everyone can apply, depending on the type of content produced.
Smart Brevity applies to articles, social media, newsletters, emails, meetings, speeches, and presentations.
So… How Does It Work?
Smart Brevity is used to accomplish two things: Cut Down and Call Out. By doing both, you’ll create a more memorable message. The more memorable your message, the easier it is for your audience to act — and the more attention you’ll get from them in the future.
A more concise message also shows respect for your audience’s time. Next time they need information in a hurry, you’ll be their first stop.
Just remember: the goal is to write short, never shallow.
Cut Down
The Smart Brevity writing style starts with cutting. When done right, it can reduce your word count by 30–60%. If you’re still figuring out how to tell your brand’s story before you write, start there first — clarity of message makes cutting much easier.
Before: “Finding the right words or phrases to cut out is usually easier said than done.”
After: “Cutting word count is easier said than done.”
Same idea. Half the words. Here’s how to get there:
- Remove filler words: adverbs, weak words, extraneous phrases
- Gut check: Is every word, point, or detail essential? If so, is there a simpler way to say it?
- Use abbreviations and contractions whenever possible
- Keep paragraphs to 2–3 sentences — 5-sentence paragraphs are out
- If listing 3+ items, break them up into 1-line bullets
Call Out
Stop hiding your headlines and burying your bullets. Ask yourself: what are the key takeaways? How far in would someone have to read to reach the most important point? Will your audience know the takeaways if they just skim it?
- Keep your headline short — 6 words max
- Start with a strong, one-sentence tease or lede
- Highlight major statistics or quotes by putting them on their own line
- Use axioms to label sections and denote value — Big Picture, Why It Matters, What’s Next, What We’re Watching, What We’re Hearing
- Include up top how long it will take to read, listen to, or watch your content
Smart Brevity Writing Style: Before and After Examples
The easiest way to see Smart Brevity in action is through side-by-side rewrites. Here’s how the method transforms real content across common formats.
Email Subject Line
Before: “We wanted to follow up with you regarding the proposal we sent over last week and see if you had any questions.”
After: “Quick question on the proposal.”
Why it works: The original buries the ask. The revision leads with it. Fewer words, more action.
Blog Introduction
Before: “In today’s fast-paced digital landscape, it has become increasingly important for businesses of all sizes to find new and innovative ways to communicate with their target audiences more effectively and efficiently.”
After: “Your audience is scanning, not reading. Here’s how to write for the way people actually consume content.”
Why it works: Cut the throat-clearing. Answer the “so what?” immediately. The reader knows exactly what they’re getting.
Internal Update
Before: “I wanted to reach out to let you know that the project is currently on track and we are expecting to be able to deliver the final deliverables sometime around the end of next week, assuming nothing unexpected comes up between now and then.”
After: “Project update: On track. Final deliverables due end of next week.”
Why it works: Remove the hedging, the redundancy, and the passive construction. Say what’s true, simply.
Social Media Caption
Before: “We are so excited to announce that we have just launched our brand new website, and we would love for you to check it out and let us know what you think about all of the new features we’ve added!”
After: “New website. Live now. Take a look.”
Why it works: Social readers decide in under two seconds. Short sentences with a clear CTA win every time.
Download the Smart Brevity Checklist
Why the Smart Brevity Writing Style Works
Compared to traditional writing, Smart Brevity unlocks the ability to communicate a memorable message in a fraction of the time. It’s not about dumbing things down — it’s about respecting your reader’s time and getting to the point faster.
Like anything worthwhile, writing with Smart Brevity takes practice. But speaking from our team’s experience, the results more than pay for the time invested.
Start small. Pick one email, one social post, or one paragraph. Apply the Cut Down and Call Out framework. Then watch how your message lands differently.
Short isn’t shallow. It’s smart.
Want help applying Smart Brevity to your brand’s content strategy? Let’s talk.