“…there’s a saying in politics: ‘When you’re explaining, you’re losing.”
I just finished reading Al Franken’s book, the modestly titled Al Franken, Giant of the Senate. (It’s a joke; he’s a short man.) And it seemed to me that his old political saying also applies to writing.
“When you’re explaining, you’re losing.” When you explain something to your readers, you lose their attention, you lose their capacity to retain your information. If you’re explaining in your marketing materials, you lose the sale.
“You should eat the steak at Joe’s” vs. “Joe’s serves a steak so tender that I barely needed the knife; once it hit my mouth, it practically melted away on it own accord.”
Which sentence makes you hungrier? And can you tell I had an excellent steak last night? (Though not at “Joe’s,” which exists only in my mind.)
Details! They’re what make Joe’s steak so juicy. And as soon as you hear them, you start to assemble the details into a picture in your mind. It may be a prettier picture for a carnivore than for a vegetarian, but even vegans will subconsciously create a story around Joe’s steak and file it away in their minds.
So let’s see how much you retained—without looking back at the previous paragraphs…
Think about Joe’s steak
What are the first words that pop into your mind?
Explaining makes us writers feel like we’ve accomplished something. There! I told them!
And that’s fine, if the purpose of your writing is to make you feel better. But if you’re trying to get other people to take action, explaining might not cut it.
Al Franken’s right: “when you’re explaining, you’re losing.” It’s true in politics and in “real life,” too.