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  • Writer's pictureDan Bowsher | Sett Social

Get to the point: Less is more in B2B social writing

Updated: Apr 4

A Midjourney image of Mark Twain composing a LinkedIn™ post on a smartphone, overlaid with the quote, 'I didn't have time to write a short LinkedIn™ post, so I wrote a long one instead'. why? Because less in more in B2B social writing
Less is more in B2B social writing

As Mark Twain once quipped, "I didn't have time to write a short letter, so I wrote a long one instead."


The same could be said of many posts written on social media, especially on B2B social platforms like LinkedIn™. Some posts make the reader feel like they are wading through everything the writer knows about a given subject, even if it's not relevant at that moment.


Embracing the notion that less is more in B2B social writing is a game changer. Conveying a point effectively AND succinctly isn’t easy, but it is possible and it's a valuable pursuit too.


Focused, tight posts make it easier for the audience to consume and understand what you are trying to communicate. And that’s the point of posting in the first place, right?


So, what can you do to help yourself in this regard?:


🦡 Make sure you know who the post is for BEFORE you start writing it


🦡 Make sure you are clear on the one thing you want to convey BEFORE you start writing it


🦡 When you have a first draft, don’t add to it – take stuff out. There will always be opportunities to remove filler words, repetition, or sections in which you are straying from the main point you want to make.


Just because there is space in a post for 3,000 characters, it's not a target for you to hit, like you had to do at school with a coursework essay.


And, yes, the final product will be shorter, but shorter and more impactful is better than longer and bloated. Trust me.


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