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Most busy readers are scanning your internal updates — not reading word for word — trying to answer two questions: What is this about? How will it impact me?
What works: Engagement spikes if two details consistently kick off your comms, from articles to emails, executive briefings to all-staff alerts:
Over four years of testing, we’ve seen these two sentences become the most effective way for busy readers to understand a message and remember it once they move on. The busiest folks get what they need in under 15 seconds. And anyone with a little more time will see — right away — why this update is worth digging into.
Why it works: Our founders built this formula using decades of data around reader behavior. We don’t love what we found, but we know that it’s true:
We also talked to hundreds of executives and busy professionals who all said the same thing:
The takeaway: People may be tight on time, but they’re hungry for relevant updates, delivered in a clear and efficient way. If you focus on sharing only what’s new and take the work off readers’ shoulders to see why they should care, they’ll reward you with their time and trust.
We’ve seen open rates reach 70%+ when communicators adopt this Smart Brevity® methodology, or tap into our other training and content services for help.