Be Short (Like Us)
Isn't diversity awful?
That's not us speaking, by the way. It's Mailchimp's AI. It doesn't like diversity one bit. It wants us all to do things the same way. Write the same as its algorithm says we should.
It's not the only one. Google will tell you how to finish your sentences when you write an email. It will highlight grammar that isn't incorrect as such, but which it prefers you wrote differently—more in line with how it thinks it should be written.
'Aids to better communication' have become style dictators. And these tyrants think your audience is stupid. They can only cope with short words and clipped sentences.
Conform.
Or you will lose your audience.
Conform.
Because your long writing is deviant.
Conform.
Sameness is better than diversity.
Be like us.
Don't be you.
Don't send.
...
Our advice: send it out anyway. We did.
Be Short (Because You Are Boring)
Text must be short.
Words to*.
Paragraphs must die.
Cut words.
Videos short.
Pods shorter.
All because people don't have:
❌ time
❌ the ability to read longer sentences, especially if you include a comma or, heaven forfend, a semi-colon—how the bloody hell do you use one of those, anyway?
Maria Popova writes 'The Marginalian' (formerly 'Brain Pickings'). It's quite popular. We can't imagine why. Someone should tell her to stop putting more than one sentence in a paragraph. And while they're at it, point out her sentences are too long. She won't keep her million-plus readers if she doesn't shape up.
(Before it all kicks off in our email inbox, we're being sarcastic.)
We don't think length is the problem. In fact, we know it isn't. People read novels all the time, watch films that last two hours, listen to three-hour-long podcasts. The real problem is that most writing (and most content) is awful and boring.
(We've stopped being sarcastic.)
If your content is entertaining, empowering, enlightening or encouraging, people won't care how long it is. As long as it fulfils their needs. Start with that in mind. Worry about length later.
* We're being clever
Don't Leave Alone: Work by Others as Safe as a House
Here's a short video (not by us) full of clever quirks and surprises. A little disturbing too. But also very funny in places. Imagine if you came across this in an estate agent's or auctioneer's newsletter.
Practical Tip Just for You
Here is a quick and easy photography tip for your newsletter: smartphone + shoot directly overhead. Also fill the frame (bonus tip.)
Outrageous plug for S&T: we produce photographs and put them in your dispatches
Pop Star Endorsement
This is a picture of Curtis Stigers. He's the one with the saxophone. The man behind the keyboard is Matthew Fries.
Curtis Stigers was quite big in the very early 1990s. His debut album was hugely successful, packed with a string of hits. (You'll know them if you were a conscious spirit at the time.)
Then he vanished. He decided to follow his creative yearnings, rather than force himself into a commercial pop career that would have made him miserable.
Turns out, he has a very successful career on the jazz circuit and as a singer/songwriter. (By the way, he sang the signature tune on the TV show 'Sons of Anarchy', if you ever saw it. He also co-wrote the song.)
We saw him play a tiny converted church venue in Ballycotton, Co. Cork, Ireland last week. Ballycotton is a tiny fishing village. (Marlon Brando and Johnny Depp once worked together on a film there that was never completed—look it up: Divine Rapture.)
The concert tickets were a gift. What a gift.
The show was a little stand-up and a lot of beautifully sung and played songs (most of which we'd never heard before). Curtis (it's how he introduced himself, and as the audience was so small, we feel we're on first-name terms now) seemed to enjoy himself as much as the audience. It was a bit like being invited into his kitchen for a chat and to listen to some songs... (Wednesdays via YouTube, if you're curious.)
At the end of the show, he briefly called out his Twitter handle, Instagram feed and Facebook page.
But where he put a lot of emphasis was... (look, you knew it was coming, shut up) ... his email newsletter.
Curtis knows the value of an email dispatch.
Monumental Work: Newsletter
Are you on LinkedIn? We are. Roger's quite active.
Last month, someone he's got to know via LinkedIn sent this message:
"Roger, a friend of mine runs a cafe/deli near Southampton and is looking for someone to help her with her newsletter. I thought of you and told her about your BiteSize Cafe work. Would you be interested in me putting the two of you in touch?"
One thing led to another and thanks to the thoughtfulness of a friend, we have a new client in the UK. This is monumental for us. It proves we can produce email dispatches for businesses anywhere in the world. Do you know someone who lives anywhere? Maybe you could put us in touch?
Meanwhile, here is a link to the Bay Leaves Larder launch dispatch.
PS—Thanks ever so much, Andy
Your next step...
May we ask a favour? If you know anyone you think would enjoy reading this newsletter, would you forward it on to them? Thank you ever so much.
Also, if you have any feedback, we'd love to hear it. This is your direct line to us: Contact.
Until next month,
Roger, Anne & Paul