Reduce the Moving Parts

Nearly every vehicle speeding down the highway is powered by an engine composed of thousands of parts pounding, spinning and whirling hundreds of times per second in an environment just two degrees cooler than Hades. That all these bitties work purposefully together in unison, and do so for a decade or more, is a testament to the engineers and manufacturers who gave them life.

But the days of gasoline and diesel are numbered, and not just because of global warming. As we work the kinks out of electric vehicles (including hydrogen fuel cell), we are learning that they have not only the advantage of cheaper fuel and lower emissions, but also that they last longer and require significantly less maintenance. And the reason for this is very simple– there are far fewer moving parts, particularly those that live in the whiplash world of reciprocation. The principle is quite simple: the fewer the moving parts, and the more of them which just calmly spin in the same direction, the more efficient and the more durable the drive unit.

And therein is the lesson for communicators. Especially for those of us in the persuasion business, the principle is exactly the same– masterful communication is simpler, moves in one direction, and produces far less heat and pollution.

Take this everyday example: “We would like to take this particular opportunity to advise employees about several significant upcoming modifications of policies which are being implemented at this time in accordance with existing legislation. Strict compliance will be mandatory.”

Thirty five words to say: “Our policies are changing.” Not only a 875% inefficiency, but a pomposity certain to generate confusion and mistrust. No reader of the Friday Briefing, of course, would be guilty of such malpractice.

Using too many words numbs the mind. Too much padding will sound weasely, and aimless rambling will confirm you don’t know what you’re talking about. As a general rule, shorter is better, simpler is better, and purposeful is better. Competent communicators nail at least one, good communicators get two, and great communicators achieve all three.

Language which is both minimalist and persuasive is not an easy thing to produce, but can be done if you observe these principles:

1. Know exactly what you need to say before you utter your first word.
2. Plan the logical progression of your argument.
3. Understand the emotional impact of your chosen words.
4. When you’re finished your first draft, cut out roughly 20%.
5. If your aim is to get a result, close with a clear call to action.
6. Don’t assume you’ve been understood or have convinced. Test.

Try this for just one week: before you send out anything, look for a 20% reduction in word count. You’ll surprise yourself how much clearer you will be.

Simple language, less moving parts, less maintenance, less pollution– what’s not to like?