The next best thing to 'Keep calm and carry on'
Churchill’s advice for emails of his day.
Occasionally, historical and political figures place ideas in my lap via their biographies and autobiographies. Once before, it was Madeleine Albright. This time, it’s Winston Churchill.
Churchill took time in the middle of The Blitz to tell his Cabinet members to keep their memos (the 1940s version of emails) short and to the point.
He said, “To do our work, we all have to read a mass of papers. [Let's substitute the word emails.] Nearly all of them are far too long. This wastes time, while energy has to be spent in looking for the essential points."
“First, set out the main points in a series of short, crisp paragraphs. Let us have an end to phrases such as these:
‘It is also of importance to bear in mind the following considerations…’
’Consideration should be given to the possibility of carrying into effect…’
“Most of these wooly phrases are mere padding...Let us not shrink from using the short expressive phrase, even if it is controversial.
“…The saving of time will be great, while the discipline of setting out the real points concisely will prove an aid to clear thinking.”
I couldn't agree more, Winston (hope it's okay I call you that). Marketing emails can and should be short and to-the-point!
P.S. Next, let's elevate this concept to the same status as “Keep calm and carry on.” Let's put it on posters, pillows, and pullovers.
I have to admit, though, “The discipline of setting out the real points concisely will prove an aid to clear thinking” doesn't have quite the same ring...
Source: The Splendid and the Vile: A Saga of Churchill, Family, and Defiance During The Blitz by Erik Larson
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