Don’t Feel Tempted to Convey More Information — Less is More
Instead of choking people on more, give them what they need to know.
Our habit of conveying more information is not good for two reasons —
It throws the receiver under a tree when he should be looking at one leaf and it kills their curiosity.
There is a reason why minimalism caught the trends.
People are fed up with the repetitive information that they don’t want to hear or see more.
We always feel tempted to convey more information than needed. It is evident in the verbal communication, presentations, websites, emails, CVs, LinkedIn and almost in every communication that we do.
The reason is, we don’t want to take chances. After all, we get fewer attempts to get people’s attention (one attempt, in most cases).
Brevity is the soul of good communication
Some brands have mastered the art of conveying less information.
Our aim should not be to convey everything we know. We need to tell people only what they would want to remember.
I don’t want to remember the engine details of a luxury car, I want to remember how luxuries it is. Is it the costliest, best, fastest, unique or Tesla? I don’t want to remember what fabric a clothing brand uses, I want to remember the lifestyle they convey in their ads.
This is not a cheat sheet, but I find
two factors which can analyze the quality of our communication as a person or as a brand.
- Does it spark an emotion (curiosity, excitement, joy, relief)?
- Do they ask questions and think about doing their own research?
This habit starts with our everyday life and it also applies in brand building.
There is no rulebook on how to build a brand that conveys more with less. It comes from empathy.
Telling more than what we should be is bad. Repetition is worse.
When we are talking to people, giving presentations, writing emails or explaining something to our friend. We often, without realizing, repeat ourselves to ensure that the other person understood everything that we had to convey.
Brevity could be learned. One step is to reduce our temptation to convey more. Instead, we should be asking more questions or asking people if they have any questions after we finish our brief monologue (very brief).
If we do that for long, we’ll understand that there is no point in stating the obvious and we’ll also be able to identify what is obvious in most scenarios.