When I was an investment analyst, a large part of my job was writing. At least twice a week, I wrote an article for the bank´s daily stock market publication, telling our clients to “buy this” or “sell that.” In addition, I regularly wrote company and industry reports that ranged in size from four pages to two hundred pages. Writing was one of my favorite parts of the job. The work of an investment analyst never ends; we were always expected to have a view on the market and the stocks under our coverage – and stock prices and conditions change daily. But with writing it was different. There was a feeling of completion – even peace – when I finished a report. I would usually re-read these reports weeks and even months after they were published, smiling at my wit and appreciating my sentence structure. It´s a good thing I appreciated them because very few other people did. In the investment industry, research is mostly a marketing gimmick. When you walk into a meeting and put down that thick research report and it makes a loud “thunk,” then you clearly know your stuff. I loved to write, so my reports made particularly nice “thunks,” and even the occasional “THWuuuMP!”
But very few clients read more than the cover of a typical research report. They receive a stack of research twelve inches high each and every day. Who has the time to read – especially if your eyes are glued to a computer screen watching your portfolio see-saw? Probably the only people who did read my research were my competitors. I know this because I read their research too.
I bring this up because I just got off the phone with a good friend of mine. Jessica is an actress and a freelance writer. She thinks my blogs are too long. I value her opinion; she edited my book and I found myself agreeing with the bulk of her corrections. In fact, until I saw her corrections, I hadn’t realized I was so addicted to beginning sentences, let alone paragraphs, with the word “and.”
And she’s not the only one who’s told me to shorten my blog. I have heard the same feedback from several people. Apparently, many people don´t like to read lengthy articles on the internet. This is the era of sound bites and short attention spans. People are looking for a quick smile in the middle of a hectic day. Even free porno clips last only fifteen seconds – although there´s probably another reason for that; not even a teenager can have a satisfactory customer experience with that time constraint.
I actually don´t disagree. I’ve noticed that the more popular bloggers are indubitably less verbose. They write less and they write more often. So I´m thinking I need to do a better job of containing my verbal enthusiasm. Unlike my old career, this blog is more than a marketing gimmick. I actually need people to read it. And I’m not getting paid for word count.
That said, the risk with this *** Daemon server – error 10411 *** max word count – stop – end blog – windbag – blowhard – zzzzzz ***
