Originally published on Advisor Perspectives, January 16, 2017

Most written communications from advisory firms are lengthy and text-dense. They seem designed to demonstrate both the expertise of the firm and the complexity of providing financial advice. Neither message will differentiate you from your competitors.

I’m active on social media, particularly on LinkedIn. I like it, but not for the reasons you might expect. More importantly, my participation has shown the quantifiable value of being succinct.

Shorter is better

LinkedIn gives me instant feedback. When I post something there, I can determine exactly how many views I get. My typical post gets between 50-100 views, which is about average among LinkedIn users.

Recently, I posted this: “I’ll bet you’re underinsured.” It hyperlinked to a very short (about 150 words) blog on my newsletter, which elaborated on my view. This post generated 1,088 views, including some from major fund families and advisory firms from the United States and Europe.

Brief attention spans

The way we consume information has changed dramatically. A survey of Canadian media consumption found the average attention span was only eight seconds!

There’s ample research on the ideal length of various forms of communication. You can find it here. In general, shorter is better, although longer blog posts seem to generate more leads than shorter ones.

My experience has been consistent with this research. When I distil investing subjects into very simple, relatable points, the number of views goes up. My weekly newsletter is a good example. It’s roughly one page. I always include a prominently displayed image. My weekly investment tip is 150 words or less. I hyperlink to articles I’ve had published in The Huffington Post and to “Tweets Worth Sharing,” like: “There are many reasons to own your home. A good investment isn’t one of them.”

The growth in my number of subscribers has blown away my projections. Readers clearly are responding to this kind of bottom-line advice.

Videos should be short

I’m taking this idea to the next level with an investing YouTube channel I’m developing. Each video is under one-minute long. I’m on camera for 10-15 seconds. The balance is animation, with my voice-over. You can view the first in the series here. The initial response has been very positive. I’m confident the channel will develop a strong following.

Your content

Compare this format to the typical advisor video. The advisor talks directly to the camera about an investing subject for three to five minutes. These videos tend to be deadly dull. Although the content is valuable, it does you little good to convey something of value in a format that few will watch.

Most written communications from advisory firms are lengthy and text-dense. They seem designed to demonstrate both the expertise of the firm and the complexity of providing financial advice. Neither message will differentiate you from your competitors.

I’ve had a similar reaction when I’m asked to review proposals presented to clients. They are lengthy and complex. It would take a lot of work to slug through them. They contain information unlikely to be of interest to the prospect.

Instead, distil your proposal to a series of bullet points that fit on one page. If prospects want more details, they will ask for them. If it’s absolutely necessary to provide a sample portfolio or similar information, consider doing so as an attachment, so it can be reviewed or ignored at the option of the prospect.

Writing short isn’t easy. It involves thinking about every word and eliminating standard phrases and unnecessary explanations. Don’t assume the history of your firm or your personal background and qualifications are of interest.

Focus on brevity. It’s surprising how effective it is.