The Compressionists

You're probably aware of this example: A postscript at the end of a long, redundant, multi-page letter reads, " I would have made this shorter but I didn't have the time." How true. Good writing takes time and includes careful editing and re-editing. In other words it's hard work.

Somewhere, drummed into the education of many of us, was the misconception that writing long was a sign of supreme intelligence and the use of big words was a sure indicator of erudition. Whoops, is that one of those words?

Word padding is as obvious as the shoulders on Joan Crawford's jackets and just as obtrusive.

In his book, "Mind the Gaffe" American linguist R.L. Trask takes on writing stupidity and cites this example: Do not write drivel like Galliano is at the epicenter of women's fashion: all this means is Galliano is important in women's fashion, and I am a pretentious twit."

Somerset Maugham once wrote, "There are six rules for good writing."

"Unfortunately no one knows what they are."

I don't know the rules but I do adhere to certain principles:

1. Keep it short.
2. Keep it simple.
3. Make it clear.

Sticking to the principles practically guarantees succinct, effective communication.

Good writing is most often a matter of compression. Compression by cutting or editing. Say what you mean and get out. Excise the extraneous. Remove the redundant. If the words don't contribute to comprehension of the idea, get rid of them.

Visiting a ranch in Arizona one day, a group of tourists were intrigued by a grizzled old cowboy on the trail who was absorbed in whittling the head of an Indian out of a block of wood. One tourist said, "that looks like awfully hard work." "Nothin' to it ."  replied the cowboy. "Just cut away everything that don't look like an Indian."

Of necessity advertising copywriters are compressionists.They are not given the time or space to do anything but compress. As the bumper sticker says, "Copywriters do it in 30 seconds."

Copywriters can convert a complex idea into a short and memorable phrase, known in advertising as the theme line. A good theme line becomes an integral part of brand identity.

When E.F. Hutton talks people listen

There's alway room for Jell-o

You can eat a million of 'em but no one can eat just one (Lay's potato chips)

We really move our tail for you (Continental Airlines)

With a name like Smucker's it has to be good

Don't leave home without it (American Express)

We bring good things to life (G.E.)

William James advice to his younger brother Henry James, a master of English prose, "say a thing in one sentence as straight and explicit as it can be made and then drop it forever."

"It's mostly a matter of clearing away the way Robert Frost did. There are meanings in words a poet chooses not to use."  Paul Muldoon

Headline writers, especially in tabloid newspapers, make ideal compressionists. They can capture the essence of a story and sum it up cleverly in a few words. Years ago when Pat Cash of Australia defeated Ivan Lendl in the U.S. Open:

Cash Better Than Czech

More recently:

"Rums Felled"

"Bush Whacked"

"Knifestyles of the Rich and Famous" (about the rash of plastic surgery)

"Lust in Space" ( the astronaut love triangle scandal)

"Waist Management" ( sub title of book on dieting)

There is something about an automobile bumper that inspires clever compression:

"Fishermen do it with their flies down"

"Archers do it with a quiver"

William Styron defined overblown writing best, " self flattering turgidity".

Summing up, the compressionist's credo:

Write tight, write light, and you write bright.

Thomas Jefferson was unhappy with the editing of his original draft of the "Declaration of Indepence." Franklin tried to cheer him up with a story about a hat maker who made a sign for his business that read,"John Thompson, Hatter, Makes and sells Hats for Ready Money."By the time his friends had edited it, it was reduced to the words, "John Thompson" with the picture of a hat and it worked.

Comments

[peter]

right

[Breast Enlargement Coach]

I guess thats is some of the rules..