Q: How do I know what writing to cut?
A: Start with the boring parts.
Elmore Leonard is one of my favorite writers. He’s famous for his novels, of course, but I’ve never read a word of them. No, I’m an Elmore Leonard fan because of his advice about writing. Particularly this gem:
“Try to leave out the part that readers tend to skip.”
“Think of what you skip reading a novel: thick paragraphs of prose you can see have too many words in them. What the writer is doing, he’s writing, perpetrating hooptedoodle, perhaps taking another shot at the weather, or has gone into the character’s head, and the reader either knows what the guy’s thinking or doesn’t care. I’ll bet you don’t skip dialogue.”
Of course he’s talking about fiction: that’s his wheelhouse. But the advice applies to nonfiction as well. And especially to business writing.
Elmore Leonard knows what to cut
Now, a business speaker is unlikely to break into an extended discussion of the weather in mid-speech, but she may go off on a tangent. Something occurs to her in the moment and because it interests her she assumes it will interest her audience. Trust your preparation (one reason it pays to rehearse) and dance with the speech that brung ya. You don’t want to be accused of “perpetrating hooptedoodle,” do you? Cut the ad libs.
When you’re reading, do you enjoy encountering long paragraphs of dense prose? They’re hard to get through, aren’t they? Well, they’re even harder for audiences listening to a speech. So break it up. Figure out the main idea you want to leave your audience with and concentrate on that. Would you rather have them grasp one concept thoroughly than hear five and forget them all? Cut the extraneous stuff; focus on what’s essential.
And no lists! If you’re tempted to include a list, think about it. Hard. And then cut it. Yes, completely.
But I have to list my clients, you may be thinking. That’s my social proof!
Well, what’s important about the clients you’ve worked for? Instead of listing company names, tell stories about the work you’ve done for one or two clients.
Just as readers don’t skip dialogue, listeners don’t skip stories. Especially stories that resonate with them. Stories that move them to laughter or to tears are my favorites. But if you can interrupt their thought processes even for a moment, get them to think about old concepts in new ways, that’s a win.
Whether you’re writing a speech or an article, after you’ve got the first draft down, go through it from the audience’s point of view. Is there anything confusing? Anything that doesn’t directly enhance the reader’s or listener’s understanding of your main idea? Hooptedoodle. Cut it.
And thank Elmore Leonard for helping your business writing to shine.
If you’re secretly attached to your files full of unfinished writing …if you enjoy collecting rejection emails…if you worry that effective marketing would generate too much income for your business DO NOT register for my VIP class on Revision.