| Element | Do This | Avoid This | | :--- | :--- | :--- | | Headline | 6–8 words, active verb | Corporate jargon ("Synergy") | | Subhead | "Why this matters" in 1 sentence | A second headline | | Body | Short lines, white space | Dense paragraphs (4+ lines) | | Links | Use bitly or clean URLs | Long, ugly hyperlinks |
You might think this is just "common sense." It is not. It is cognitive psychology.
The Blink Test: The average person decides to read or delete a document in 3 seconds. A Smart Brevity PDF passes the blink test because the header is bold, the "Why it matters" line is isolated, and the bullet points are shallow.
The F-Shape Pattern: Eye-tracking studies show people read screens in an "F" shape: two horizontal stripes across the top, then a vertical stripe down the left. A standard PDF ignores this. A Smart Brevity PDF designs for the F-shape. The most important data is always in the top-left quadrant. Smart Brevity Pdf
Cognitive Fluency: When a document is hard to read (complex fonts, dense paragraphs), the brain assumes the content is also hard to execute. When a PDF is easy to scan (Smart Brevity style), the brain assumes the task is doable. Readability = Actionability.
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Use bold text to highlight key phrases and data points. This allows a "scanner" to catch the gist of the story just by reading the bolded words.
The Smart Brevity PDF is a remarkable tool, but it is only the trigger. The real transformation happens when you close the PDF and open your email.
Every time you sit down to write a memo, a report, or a Slack message, ask yourself: If I only had 10 seconds to read this, would I care? | Element | Do This | Avoid This
If the answer is no, return to the PDF. Review the rules. Delete the first three sentences. Bold the ask. And send the shortest, most powerful version of your thought.
The bottom line: In an age of infinite noise, brevity isn't just smart. It's respectful. And a well-designed PDF is the fastest way to teach that respect across your entire organization.
Download, print, and write better today. You might think this is just "common sense