Renegade Marketers Unite 409: The Principles of Smart Brevity
Aug 9, 2024
Roy Schwartz, co-founder of Axios and co-author of Smart Brevity, shares his expertise on concise communication. He reveals how to eliminate fluff in writing and offers transformative strategies for impactful messaging. Listeners learn to visualize their audience, craft compelling updates, and master information hierarchy. Schwartz emphasizes the magic formula of 'What's New' and 'Why It Matters' to enhance engagement. He also discusses the importance of infusing personality into communication, creating connections and fostering an effective organizational culture.
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Audience-First Writing
- Focus on your audience and their needs first, not on the message you want to share.
- Visualize a specific person you are addressing to make your communication clearer.
Audience of One
- Envision an "audience of one", a specific person, when writing.
- This helps avoid generic messaging and allows for more personalized communication.
Crafting Headlines and Leads
- Use AI tools to generate various options for headlines and subject lines.
- Think about how you would quickly convey your message to someone in a hurry.
