Nobody reads anything anymore. Here’s what that means for your writing.

  1. Of those who did click through, most didn’t make it past the first page (out of four).
  2. The average reading time was just a few seconds — barely long enough to skim the headlines.

Smart Brevity

Smart Brevity acknowledges that the world has changed in three ways:

  1. We are perpetually distracted, context switching and trying to multi-task
  2. As a result, we mostly don’t read: we skim.

1. Reverse communicate

What does the audience want to get from this article? And how long do they want to spend to get it?

2. Grab me

Write better headlines, subject lines, and opening lines.

3. Stop

Stop before you add more. What’s the one thing you want people to take away from your article or email?

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