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Less is More – The Art of Impact

By Wayne Clouten, BPR

We live in an age of information overload and as a result brevity, what we have referred to as Less Is More has never been more important.

The poet Robert Browning first coined the term in his 1855 poem Andrea del Sarto, where he wrote the line “less is more, Lucrezia”.  The idea was very simple; that restraint and simplicity can lead to greater impact and that is exactly what it means to radio.

Craft What You Say:

The concept has never been about talking less for the sake of talking less, it is about crafting what you say to achieve maximum impact for what you say, whether it be delivering humour, a story, expressing an opinion, an observation, a news story, interview or service information.

It Is Strategic:

The ability to communicate clearly and concisely is not just courteous, it’s strategic. Brevity respects the listener’s time, sharpens the message, and increases the likelihood of being understood and remembered for what you say.  The last word “remembered” is particularly important for radio ratings measurement.

It Maintains Engagement:

Long-winded explanations dilute meaning. When what you are trying to say is cluttered with unnecessary detail, the core idea gets buried. Brevity forces clarity. It demands that the presenter identify the essence of their message and deliver it with as few distractions as possible. This is especially critical in maintaining the engagement of the listener where attention spans are short and switching to another station or platform is so easy.

It Fosters Loyalty:

The ability to communicate concisely fosters trust and loyalty. Rambling or long-winded conversation, particularly between multiple presenters creates boredom which is a TSL killer.  Worse still, once a listener forms the opinion that the presenter/presenters are regularly “boring” then the listener disengages with that show and/or station and goes elsewhere.

There is a Competition for Attention:

Digital platforms further amplify the need for brevity.  Radio is in a competition for attention, not just with other radio stations but other platforms.  Radio listeners are not siloed in the way official radio ratings can unfortunately imply.   Radio presenters are being measured against podcasters and youtubers, many of whom are highly prepared and practised.

Requires A Deep Understanding of Audience

Brevity isn’t necessarily about saying less, it’s about saying what matters and getting to the punchline of what presenters are trying to say as efficiently as possible. It requires discipline, empathy, and a deep understanding of your audience. When done well, it transforms a radio station from being “like the rest” to standing out in the crowd.

It is All About the Impact:

In short: The fewer the words, the greater the impact.