PDF Summary:Smart Brevity, by Jim VandeHei, Mike Allen, and Roy Schwartz

In today’s world, if you want to be heard, you have to cut straight to the point. Traditional, long-form writing isn’t effective due to modern readers’ busy schedules and the internet’s constant distractions. In Smart Brevity, Jim VandeHei, Mike Allen, and Roy Schwartz argue for a communication style that prioritizes clarity and audience engagement while respecting readers' limited time. The authors are experts in crafting concise and informative content because of their journalism experience as founders of the news company Axios.

In this guide, we’ll explain why brevity and clarity have become more important in the digital age. We’ll show how you can improve your writing style, as well as why clear, direct communication can strengthen your organization as a whole. We’ll also offer alternative writing tips and hear from other business communication experts on how to tailor your messaging for colleagues and external audiences alike.

(continued)...

(Shortform note: The bold typeface that the authors mention isn’t the only form of emphasis available—you can also use italics, underlining, and text in ALL CAPS, though each of these have specific meanings, especially in online text. Use italics to highlight key words, quotes, book titles, and foreign phrases. Reserve underlining for hyperlinks, since readers expect any underlined text to be clickable. Readers equate ALL CAPS with shouting, so use it sparingly or only to identify acronyms like ASAP (short for “As Soon As Possible”). Overusing any of these formatting options dilutes their impact, so apply them judiciously.)

Additionally, providing context on why your information matters helps the reader frame it properly. Without context, your reader may miss the larger implications of your message or fail to understand how it ties into something bigger. For instance, if you write a company memo about a new software update, readers might ignore your message unless you spell out how it might change the way they work. Clearly articulating your message’s context orients the reader and lets them judge its importance. The authors also suggest that explicitly stating why your message matters demonstrates consideration for the reader. It shows that you value their attention by getting to the point right away, rather than burying it in overwritten prose.

(Shortform note: Providing context does more than merely show respect for the reader—it helps them retain information. In The Only Study Guide You’ll Ever Need, Jade Bowler explains that people remember new information better by connecting it to concepts they’re already familiar with. Likewise, the authors of Make It Stick suggest that when you make connections between different types of information, such as a new fact and a context that you already know, you stimulate brain cells’ growth and the creation of new neural connections. In other words, VandeHei, Allen, and Schwartz’s advice to give context for whatever you need to convey engages the brain’s mechanisms for solidifying short-term memory into knowledge.)

Furthermore, by using an explicit “What It Means” heading as the authors recommend, you tap into how modern readers naturally scan a page. Bold text catches the skimming reader's eye, increasing the chances they'll absorb what follows. Being clear about why your message matters is crucial for cutting through the internet’s clutter and ultimately ensuring your most important points are actually understood by your audience.

(Shortform note: The habit of skimming a page of text isn’t just a byproduct of the information age—it’s a time-saving reading technique that you can employ yourself. Intentionally glancing through key parts of a text is useful when you need to quickly grasp the main ideas without getting bogged down in details. By focusing on a book or article’s introduction, headings, and conclusions, you can efficiently grasp the big picture and overall structure of the document. Skimming is particularly helpful when previewing material to decide if it's worth a deeper read, as well as when refreshing yourself on information you've already learned.)

Offer More Information

Once you’ve hooked your reader and given them context, offer them the option to read more if they wish. This is where long-form writing has its place. You can include the depth and detail you initially truncated as well as a path for readers to explore further without forcing them to wade through a swamp of needless text.

VandeHei, Allen, and Schwartz recommend using an explicit “more information” signpost, similar to the one you used to signal context earlier. This is an elegant way to give readers the chance to dive more deeply into a subject if they wish, while also respecting the time of those who just want the major takeaways. The key is that you’re not forcing supplemental information on readers up front. By providing expanded information at the end, you're making in-depth reading an opt-in experience for those with more time and greater interest in your subject.

(Shortform note: The authors’ strategy of clearly marking where a text’s “deep end” begins is similar to the opt-in approach used in digital marketing. Just as marketers obtain explicit permission before sending people promotional content, you give readers the choice to engage with your additional material. This approach ensures that those who delve deeper are genuinely interested in your subject. On the other hand, forcing a reader to wade through excessive text before reaching your point is like the “opt-out” marketing technique that presumes consent to send marketing materials until individuals make the choice to unsubscribe. As in marketing, the assumption that the reader’s time is yours risks annoying or alienating your audience.)

The authors write that this section is where you should include references to additional material on your topic. These could be links to news articles, research papers, book excerpts, videos, podcasts, and biographical information. Most readers likely won't click through these sources, but simply including them serves two important purposes:

• It demonstrates thoughtfulness by offering the motivated reader a path to explore your subject further.
• It reinforces that your goal was to convey key points concisely, not to overload the reader.

Therefore, creating a “more information” section enables more nuanced understanding for interested parties while also highlighting your willingness to save readers’ time and focus on what's most essential.

(Shortform note: Though the authors’ advice on where to link to further reading may show that you’re conscientious as a writer, don't assume readers will engage with those links. Studies show that the click-through rate for links in online content is less than 2%. Some research suggests that you can increase the click-through rate by using images in the link itself instead of merely simple text. Given that many people only read headlines, further studies have revealed that almost 60% of people who share links on social media never even click on the article they’re sharing. This points back to Smart Brevity’s first principle of making your headline as attention-grabbing as you can.)

To illustrate VandeHei, Allen, and Schwartz’s elements of clear writing and presentation, consider the following example from Shortform’s Business Letter, which leads with a strong opening, followed by bullet points to explain major takeaways and context, and concluding with a long-form text section providing more depth and links to further reading:

Practical Brevity

So far, we’ve explained the fundamental tools you can use to write with brevity and clarity. In this section, we’ll cover how to apply those tools in a variety of settings beyond traditional written formats. VandeHei, Allen, and Schwartz offer strategies and techniques to make use of their principles in different communication contexts, such as social media, emails, and meetings. The authors say it’s vital that you understand your audience's expectations and tailor your communication style to each platform or context, whether it's a formal speech, a casual email, or a social media post. By being mindful of your audience, you can increase the likelihood of your message being received.

(Shortform note: Though the authors discuss adapting your writing style to your audience’s needs, when you engage in one-on-one communication, you should also factor in your recipient’s personality. In Surrounded by Idiots, communication expert Thomas Erikson identifies several personality types and how their expectations vary for written communications such as emails. Some people prefer direct, immediate responses, while others place more value on enthusiasm, appreciation, or well-thought-out, detailed correspondence, some of which may require violating a few of Smart Brevity’s rules.)

Brevity on Social Media

It can be argued that the changes in how people consume information—the very impetus for this book—are primarily due to social media platforms. VandeHei, Allen, and Schwartz explain that social media—an environment characterized by short attention spans and information overload—demands brevity and clarity if you want to be heard. The authors provide tips on how to leverage their principles for more effective social media messaging, such as how to catch your readers’ attention, how to design attractive visual elements, and how to target your messaging for different social media platforms.

Social media feeds are cluttered and fast-moving. Instead of expecting social media users to click on a link right away, give your audience something valuable upfront—an idea, a joke, or a piece of information. This can take the form of a provocative quote, a surprising factoid, or a flashy bit of news to pique the reader’s curiosity. The authors assert that since social platforms limit how much content they show on each post, you have to strip your message to its most essential elements, conveying your core idea quickly while still making an impact. This equates to the principle of the “six-word strong opening” discussed earlier in this guide.

(Shortform note: Social media is nonstop and pervasive, but there’s more to getting your message across than crafting the perfect post. In Jab, Jab, Jab, Right Hook, Gary Vaynerchuk describes how to cut through social media’s noise to connect with an audience. He begins with the same principles of sharp, punchy writing that the authors of Smart Brevity promote, but he also includes other kernels of advice, such as not interrupting your readers’ online experience, taking advantage of pop culture references, and staying true to your brand identity. Social media presents a lot of communication opportunities not found in other modes of communication, but you must be mindful to use them wisely so as not to waste your readers’ time or your own.)

Since social media is a highly visual medium, the authors emphasize that you should choose clear, straightforward, and captivating images to complement your text. When designing charts, graphs, and illustrations, focus on highlighting the most important elements of the image. You can use tricks of perspective and color to assign importance to different parts of each graphic, and edit out any distracting components. Evaluate the visual from the audience's point of view to ensure that your concept is easily understood and that all of its components communicate what you intend. Make sure to pair your pictures with strong, direct language to quickly capture the viewer’s attention and convey your message.

(Shortform note: You might find image design challenging if you don’t have a background in the visual arts. Thankfully, you don’t have to start from scratch. In Steal Like an Artist, Austin Kleon argues that it’s perfectly all right to learn the basics of visual design by copying the work of those who came before. Imitating others helps you learn how the original creator of any given image did it. At first, your work will inevitably fall short, but the ways that your copies differ from the original are what make yours unique and stand out. Besides, when following Smart Brevity’s rules, what matters is that you get your message across, not that your approach is completely original. Just be careful not to veer so close to someone else’s work that you violate copyright.)

VandeHei, Allen, and Schwartz point out that different social networks have different content consumption patterns, so you should tailor your approach based on the platform. Twitter (now X) favors urgent news and data, whereas Instagram leans toward striking visuals. Facebook promotes images and ideas that are likely to spark an emotional response, so bland posts are easily lost in its news feed. Across all platforms, clear and direct visuals and text are essential to catching people’s attention as they scroll.

(Shortform note: When tailoring your messaging for social media, you need to keep in mind how social media platforms evolve. For instance, you can leverage visual storytelling through platforms like Instagram and TikTok to reach younger audiences, incorporating short-form videos into your content mix. You might also explore social media e-commerce to sell products directly through social media platforms. You’ll need to adapt to social media algorithm changes to create content that remains visible. Change in the social media landscape is so constant that you’ll have to reevaluate your approach on a fairly regular basis.)

Brevity in the Workplace

The authors’ principles of communication don’t only apply to writing for consumers—they’re also important for communicating within any business or organization. Brief, impactful messaging can improve workplace communication in several ways, such as by strengthening emails and streamlining meetings.

Email is now the primary avenue for most of our business communications. The authors insist that all their writing techniques should apply—craft clear email subject lines, state your main point up front, provide context, and format your text for easy skimming. This can help reduce inbox clutter and ensure that you convey important information. This is true for person-to-person emails as well as companywide messages. For the latter, employing a standard newsletter format based on principles of clarity and brevity allows you to better articulate company values and corporate strategies, as well as to pass along progress updates. After all, employees appreciate succinct communications rather than lengthy memos.

(Shortform note: Though email is the primary form of written communication that businesses use, it may not be the best for every situation. Email lacks real-time feedback loops, which can slow communication and drain productivity. Information in email threads can easily get lost, hindering the flow of ideas. The alternatives include project management software, collaborative platforms, company intranets, and instant messaging, all of which come with their own pros and cons. Most email alternatives offer collaborative features and real-time interaction that standard email doesn’t, but many lack the formatting tools that Smart Brevity’s authors suggest you employ to make your key points stand out.)

VandeHei, Allen, and Schwartz argue that the same precepts that make writing stronger can also make meetings more effective. First, you should establish a clear purpose beforehand, constituting your meeting’s “strong opening statement.” Like writing, your meetings should be as brief as possible, so enforce time limits, which can be less than half an hour—once again overturning the assumption that length equals depth. Use concise writing principles in your presentations to convey your ideas memorably, as well as minimal text and strong visual storytelling. Finally, be sure to summarize each meeting’s key takeaways and action items, just as you would use bullet points in a document to highlight what’s important.

(Shortform note: While VandeHei, Allen, and Schwartz apply the principles of strong writing to business meetings and presentations, the majority of communication in those settings is spoken, not written. In Simply Said, Jay Sullivan fills this gap by offering tips for strong oral communication—be mindful of the speed and volume at which you talk, make eye contact with the people you’re speaking to, use open body language, and devote energy to listening in addition to talking. When combined with the rules for strong writing, effective speaking skills can make for powerful presentations and meetings.)

Brevity and Organizational Culture

What’s good for one is good for all. VandeHei, Allen, and Schwartz assert that any business or organization that makes strong, clear communication a part of its culture will reap many benefits. These include keeping everyone onboard with the organization’s mission, increasing productivity, and opening the door to a diversity of perspectives.

To begin with, the authors state that by communicating regularly and concisely, organizations can ensure that all employees and divisions are aligned with the company's goals and priorities. Especially when executives share weekly updates using principles of effective communication, they can let everyone in the company understand what people outside their groups are working on, thereby eliminating organizational silos.This can combat workers’ feelings of being left out of the company loop, particularly for those who work from home some or all of the time. By communicating clearly and regularly, organizations can keep workers engaged with the company's mission and purpose.

(Shortform note: While VandeHei, Allen, and Schwartz list goal alignment as one of the benefits of clear communication, in Empowered, Marty Cagan and Chris Jones go further and list defining and articulating an overarching goal as the first thing a leader must do. If crafted well, a strongly worded goal has a powerful impact on team performance—it motivates team members and gives them a framework to decide for themselves how to achieve their mission. But be careful not to frame your goals so concisely that they read as a to-do-list. Instead, Cagan and Jones recommend shaping them into a compelling vision that every team member can connect with.)

It almost goes without saying that encouraging brevity and clarity in messaging will increase an organization’s efficiency. Striving to communicate in a way that saves time and eliminates unnecessary static can save countless hours of wasted employee time and thereby increase productivity. To implement strong communication practices companywide, the authors recommend using a system of scoring and feedback to improve employees’ writing and communication skills over time. Therefore, organizations that embrace these practices also adopt a culture of continuous learning and improvement.

(Shortform note: While the authors’ advice for staff training provides a starting place, there are additional steps you can take to improve your staff's writing skills. You can begin by assessing their current abilities and identifying key issues, such as clarity, language use, and readability. Then you can implement various strategies, such as providing access to proofreading tools, hiring a writing expert to be in charge of training, and modeling strong writing yourself. Above all, remember that training is most successful when you offer specific and constructive feedback that begins by focusing on each team member’s strengths.)

For maximum effect, VandeHei, Allen, and Schwartz suggest that clear communication must go both ways—up and down the company ladder. A company that values strong communication should be transparent. When an organization encourages open, honest messaging at every level, it opens itself up to viewpoints from people with diverse backgrounds, abilities, and experiences. Brevity and clarity in communication lets every stakeholder, from the bottom to the top, ensure their voice is heard.

(Shortform note: Though its focus is on improving your personal communication skills, Smart Brevity’s rules for writing never imply that communication is strictly top-to-bottom. In Radical Candor, Kim Scott expands on this and lists ways in which two-way communication fuels collaboration and productivity. By scheduling time for one-on-one sessions, all-hands meetings, and specific sessions for reflection and debate, a company makes its inner workings transparent, allowing for faster and smoother problem-solving. However, given the sheer number of meetings that take place in any organization, Smart Brevity’s principles can save everybody’s time if everyone is trained in their use.)