A popular trend now is touting the importance of brevity. There is thought that everything should to be communicated using the fewest words possible. If you can’t explain it simply, you don’t understand it well enough.” – attributed to Albert Einstein I am proficient at helping clients communicate effectively. Often, this is done by delivering a message in a concise manner. This is not an easy task and requires a significant investment of time to understand information before shaping a clear narrative. Forms of communications such as a news release or memo need to be written in a way that focuses on the main point(s) with supporting information and calls to action. Too many tangents dilute the message and the attention span of those consuming the content. Video on social media also needs to be brief and to the point with suggested lengths ranging from no longer than 30 seconds on LinkedIn to between 7 and 15 seconds on TikTok. I can attest to the fact that the most effective YouTube videos are no more than two minutes. A perfect example is how I approached a potential devastating start to my day recently. My morning routine was uprooted when my Keurig machine stopped functioning. Fearing a delay in securing my first cup of coffee of the morning, I promptly searched for an instructional video to solve my problem. I scrolled past the first video because it was nearly 10 minutes long. I wasn’t looking for a short film, I just needed a quick “how-to” video. I soon found what I was looking for and fast forwarded to the directions I needed. Spoiler alert – with the help of a paper clip, the coffee was soon flowing! This was learned between :34-1:04 of this 2:33 video. If you’re posting videos to social media, remember captions! Most people view videos without sound including 70 percent of those aged 18-34. While brevity is important in many instances, it is not a “one size fits all” solution. The key is adapting the message to the platform in which it is distributed. Here’s an interesting take on comparing short form to long form content. I believe it is important that we consume more than bite sizes of information and use our own critical thinking skills to interpret and learn. That is the philosophy behind “Random Somersaults.” My blog is anything but brief and concise. My words in this space are far more flowery than what you find in the business communications I craft. In fact, when I tap out a blog, I regularly veto my urge to delete words or tighten sentences just for the sake of brevity in order to keep the personable feel. “Random Somersaults” is partially a self-promotion tool that provides a glimpse into my personality. More importantly, it’s intended to be entertaining and fun. Adhering to some best practices in blogging, it is created in a way that allows someone to skim through it to catch the flavor before deciding to read it. Of course, I hope every reader takes in each word of my writings. That stated, the layout of content is also designed to allow someone to scan through the blog and still catch the gist of the it. Hence, your eyes are drawn to the "detours" of Random Somersaults, quotes, videos, social media posts, and bold type that help tell the story. Blogs remain popular. In fact, 77 percent of those on the Internet read blogs. The highest performing ones are typically between 1,500-2,500 words which is usually tied to an estimated time to read. For the record, mine usually come in between 1,000 to 1,500 words as I take into account the time needed to watch videos and consume other embedded content. Readers seek quality of content that is unique. In my case, the differentiator is a conversational style that blends thoughts and topics that eventually get connected as you roll through the words. I add an abundance of links to not only cite my sources but also lead you to a deeper understanding of a topic. It should be noted that external links in a post are important for Search Engine Optimization (SEO) as well. On more than one occasion I shared how a friend said I need to include my dog in more of my posts. I invite you to take in this seven-second video that does not include captioning but also doesn’t require volume. That sad expression is what I see every time I leave without taking him with me. Imagine that same look from me if you left this blog before finishing it. RANDOM SOMERSAULT: I used my dog as a convenient segue to wonderful “short form content” I discovered in a product I’ve used daily for years. After going through hundreds of rolls of Earth Rated Dog Poop Bags, I recently noticed the cardboard tube contains a little saying that brings a smile to my face. Suddenly, I have have a newfound joy in the anticipation of finishing a roll of the bags to find out what it says!
Okay, that was clearly a very random “Random Somersault.” Allow me to share more. My curiosity was sparked by something so simple as these messages and led me to researching the company. Earth Rated is a small business that was launched by five longtime friends in 2009. The company, based in Canada and led by purpose-driven leaders, is guided by four values: Integrity (also a core Value of Fierle Strategic Communications), Giving Back, Innovation, and Quality. Kudos to Earth Rated for earning B Corp certification last spring. Whenever I have a choice, I choose to buy from a company committed to making its community and the planet a better place. I am especially impressed by B Corp businesses. It seems not enough is known about this movement, so I invite you to take 2 minutes, 39 seconds to familiarize yourself with B Corporations “which are companies that meet high standards of social and environmental performance, accountability, and transparency.” To learn more about how B Lab is "transforming the global economy to benefit all people, communities, and the planet," consider clicking through their website. I hope this blog, that tailed off (pun intended) at the end, brought a smile to your face. After all, smiling is important to your health and something that adults need to do more of! We are born with the ability to smile, yet as we age, we smile less often. Research shows that children smile an average of 400 times per day, compared to the average happy adult who smiles 40-50 times per day and the typical adult who smiles only 20 times per day.” – Earlexia Norwood, M.D If you’re looking for brevity, “Random Somersaults” is not for you! But, where else could you roll through words that connect an Albert Einstein quote to a video on unclogging a Keurig machine, to the topic of dog poop bags, B Corp companies, to some useful tips and stats about blogging.
1 Comment
Karen Paulk
2/2/2023 01:58:56 pm
I especially liked a) learning how to unclog a Keurig; b) tips for posting more effective brief posts; c) link to comparing short vs long form content; and d) learning about B Corp certification.
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WHY "RANDOM SOMERSAULTS?""Random Somersaults"
features storytelling based on themes spurred by personal and professional experiences and thoughts that represent a broad range of topics with a few random, yet relevant, detours. It is a terrific way to get to know Pete Fierle as you gain insight into how he processes information through this less formal and creative style of writing. The blog has been described as “fun and informative” and “what fun to meander through ideas and streams of consciousness.” AuthorPete Fierle has a love for all mediums but a special affinity for the written word (that flows from a keyboard or fountain pen) as a powerful platform for storytelling. ARCHIVEBe sure to check out the archives and roll through past posts for a variety of topics and stories.
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