Would You Go to See “Away We Go” on Broadway?

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Can you guess the original titles of these musicals? Alex Wood asks in Theater Mania, revealing some of the names originally considered for plays that went on to become Broadway hits.  “Oklahoma”, for example, was going to be named either “Away We Go!” or “Many a New Day”. “Mame” was supposed to be called “The Great Confession”, while “West Side Story” was going to hit the theatres as “America”. Recent blockbuster “Hamilton” was conceived as “The Founding Fathers”.

“Whether you are writing a creative piece or drafting a professional document, the words you choose have a significant impact on how your message is received,” Elite Editing stresses, advising content writers to “keep titles short and sweet to maximize readability”. In fact, the authors add, studies have shown that shorter titles receive more clicks and shares on social media.  While it’s important to engage your audience with creative and clever titles, remember that brevity is key.

Focus on one main benefit or point when crafting your title, the authors emphasize. A headline too gimmicky or vague might miss the message, so the trick is to strike a balance between engaging and informative.  For SEO-conscious headlines, use relevant, high-traffic words related to the subject, they add.

In our content marketing at Say It For You, we know that keywords and phrases help search engines make the match with what your business or practice has to offer. But, once you’ve been “found”, you have to “get read”, so the engagement value becomes an important factor. Still, no clever title can substitute for well-written, relevant content that provides valuable information to readers.

Would you have gone to see “Away We Go!” or “The Great Confession” on Broadway? We’ll never know.  What all content creators do know is how very important it is to engage readers “at first sight”. 

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Take an Occam’s Razor to Your Blog Content

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Simplicity Score

 

Medieval philosopher William of Occam taught a logical problem-solving principle which came to be known as Occam’s Razor (forerunner of KISS – keep it simple, stupid). The concept:  simpler solutions are more likely to be correct than complex ones.

As blog content writers, we ought to get Occam’s message, learning to apply a “razor” to our own creations. “All writers should do a bit of counting words and sentences and revise their writing for the sake of their readers,” writes Nirmaldasan, explaining the Simplicity Score of business writing.
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The Simplicity Score is based on the idea that the average sentence length is the best indicator of text difficulty, and it is measured by the number of complete sentences is a sample of 35 words.  The SS may vary on a five-point scale, with 0 being very hard, and 4+ being very easy. If our writing measures up to this standard, in ten sentences there will be about 170 words.

In her blog post The Wild and Crazy Guide to Writing Sentences, Michele Russell posits that at the heart of the craft of blogging is one very basic ability: writing good sentences. Imagine your sentences as links in a chain, Russell advises. “The stronger you can make each one, and the more tightly you can connect it to the ones on either side, the more powerful your writing will be.”

The WordPress Readability Analysis measures both sentence length and paragraph length, while the Flesch reading-ease test is based on the ratio of total words to total sentences, plus total syllables to total words.

Too much counting and measuring? Not really, William Strunk says in The Elements of Style. “Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts,” Strunk explains.

While the Occam’s Razor Simplicity Score can help us keep our blog writing simple, we must also keep it interesting, Michele Russell reminds us. It’s easy to get caught in the trap of making most of your sentences similar in length, but the steady rhythm can lull readers to sleep. Use short sentences, Russell suggests, to “add a percussive bite” and keep your audience on its toes.  You use the longer ones to explain things in more detail. Varying the rhythm keeps readers guessing, she says.

It seems we blog content writers must learn to count sentences, words, and even syllables, but to avoid becoming formulaic, we need to do it in “syncopated time”!

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Keeping Sentences Short and Active in Your Business Blog

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“Long sentences are for Charles Dickens,” says the Jimdo blog for entrepreneurs – “The short attention span of today’s reader demands sentences of 35 words or less.” To achieve that abbreviated effect, Jimdo advises using adverbs and adjectives sparingly, focusing on nouns and verbs, sticking to active voice.

That rule that is of particular help in business blogging, I teach at Say It For You. Why is short better?

  • Short sentences have “pow!”.
  • Short sentences, particularly in titles, can easily be shared on social media sites.
  • Focused sentences keep readers’ attention on the message.

That does not mean, though, as Brandon Royal reminds us in The Little Red Writing Book, that every sentence needs to be as short as every other. “The writer must judge how to weave short sentences with longer ones.” There’s a trade-off involved in writing copy, Royal is quick to add – sufficient detail will make a piece of writing longer, yet examples and details are the very things people remember.

Translating that into more powerful business blog content writing, I emphasize using specific and descriptive wording to “fill in the details” of the message.  Don’t be indiscriminate when scrapping modifiers. After all, it’s those adjectives and adverbs that add the emphasis, explanation, and detail to your writing, as grammarly.com says.

As a general rule, we bloggers need to keep our  sentences not only short, but active.  Sentences in the active voice have energy and directness, both of which will keep your reader turning the pages”, is the advice from dailywritingtips.com.

A few short-and-active disclaimers are in order:

While in this Say It For You blog I spend a lot of time discussing good writing, there’s a lot more to effective blogging than just the writing.  (Bloggers need marketing expertise and at least some degree of technical expertise around a computer.)

My remarks here are not about the length of a blog post, (a whole ‘nuther topic), but about optimal sentence length.

Short is not easy.  “Brevity hones thinking and forces clarity, as one Georgetown University  linguistics professor points out in USA Today, “but it can also mean losing subtlety and nuance.”

Adding my own reminder to business blog content writers, I’d say: Blog content writing needs to be personal and conversational, not terse. Don’t just be short; be sweet.

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