The concise and exact use of words in writing or speech.
As a child, I would look up to grownups who spoke in beautiful long sentences that took me a good five minutes to understand. The older I become, the more I realise that they had no clue about what they were talking about. The more you know about something, the more clarity your thoughts have. The more clear your thoughts are, the briefer your sentences are.
If you’re not convinced, google <any complex topic> + for dummies.
As content marketers, our job is to educate people. Let me say that again: EDUCATE. There is no question that the best way to teach someone is to break things down into smaller pieces and use plain language. If people understand you and relate to you, they trust you. And in marketing, gaining your audience’s trust is the ultimate win.
Are Long Sentences Evil?
Of course not. Long sentences do have a place in literature. I love reading convoluted descriptions of cities in novels by wonderful authors.
Here’s the catch: You are not an artist. You are a marketer who wants to solve business problems.
More reading: Seth Godin on Overwriting