Remember this quote? “If I had more time, I would have written a shorter letter.” — Blaise Pascal
Some attribute it to Mark Twain, but whether it was said by Twain or Pascal, it is so true.
Writing succinctly takes time, and in the media, brevity isn’t just appreciated, it’s expected and essential. TL;DR is a real thing. No one has time to read lengthy pitches or try to figure out what you’re trying to say with all those words, but one thing is for sure: It takes real clarity and preparation to be concise.
Not long ago, I was working with a business author who had written a thoughtful and timely book in one of the busiest spaces out there: purpose.
Now, writing a book about purpose is a little like entering a room that Simon Sinek built. Everyone knows Start with Why, and this author knew it, too. He even referenced it when we first spoke.
The challenge? Standing out in a space that’s already crowded with voices and clearly has one front runner. There is no question it is saturated with messaging.
When we first started working together, this business author had a lot to say and most of it was smart, insightful, and he was deeply passionate about it. However, it took him over three minutes to answer a simple question asking what his book was about. And even after all that time, it still wasn’t really clear. Now, that may work in a coaching session, but in an interview? That’s a problem.
Over the course of a couple sessions, we started talking, digging, refining, editing until we finally found the thread that made his work unique.
And then, there it was: gold.
His book isn’t really about finding your why. It’s about implementing it step-by-step with real-world action. How to actually live your purpose, not just define it.
That shift changed everything from his elevator pitch, to his media pitches, to the way he introduces himself. Once we found that core message, we worked together to distill it down into something crisp, clear, and compelling, and we had it.
Now when someone asks what his book is about, he can lead with: “Simon Sinek helped you find your why. I help you live it.”
Five seconds. Liquid gold.
Another example is when I worked with an author who, when asked what her book was about, said, “It’s a survival guide for burnout, written while the fire is still burning.”
Ten words that give total clarity. And every host she pitched asked to hear more.
Bottom line
The most important thing to remember is that if you can’t say it quickly and easily, you don’t have it yet. That’s it. You’re not ready to say it. And that’s not a criticism, it’s feedback that reminds you to keep at it and find an answer that gives you chills. Clarity. You’ll know it when you have it.
The more you distill your message, the more power it carries. And in the world of media, powerfully short is what gets you noticed.
To your success!
Joanne
P.S. Feeling bold? “You need to calm down” might just be your inner editor talking—reminding you to cut the noise and get to the point!
#BeSuccinct
#SayItFast
#BookMarketing
#BookPublicity
#CalmDown
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