{"id":23221,"date":"2023-05-30T11:46:13","date_gmt":"2023-05-30T15:46:13","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=23221"},"modified":"2023-12-27T11:51:12","modified_gmt":"2023-12-27T15:51:12","slug":"short-form-vs-long-form","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/short-form-vs-long-form\/","title":{"rendered":"Short form vs long form for decision-making"},"content":{"rendered":"<h2>People perform better when they\u2019re not drowning in data<\/h2>\n<p>The more information you have, the better decisions you can make, right?<\/p>\n<figure id=\"attachment_31973\" aria-describedby=\"caption-attachment-31973\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31973\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/long-form-vs-short-form\/short-form-vs-long-form-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"short-form-vs-long-form\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Less is more&lt;\/strong&gt; Long form content is typically a good choice for Google. But what about humans? People make better decisions with less information. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/sticky-note-isolated-on-white-background-206395576&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: bogdandimages&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" alt=\"Short form vs long form\" title=\"Short form vs long form\" width=\"450\" height=\"300\" class=\"size-full wp-image-31973 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31973\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/long-form-vs-short-form\/short-form-vs-long-form-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"short-form-vs-long-form\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Less is more&lt;\/strong&gt; Long form content is typically a good choice for Google. But what about humans? People make better decisions with less information. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/sticky-note-isolated-on-white-background-206395576&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: bogdandimages&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png\" alt=\"Short form vs long form\" title=\"Short form vs long form\" width=\"450\" height=\"300\" class=\"size-full wp-image-31973\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-vs-long-form-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31973\" class=\"wp-caption-text\">People make better decisions with less information. So why are you drowning them in data? <a href=\"https:\/\/www.shutterstock.com\/image-photo\/sticky-note-isolated-on-white-background-206395576\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Photo credit: bogdandimages<\/em><\/a><\/figcaption><\/figure>\n<p>Wrong.<\/p>\n<p>It turns out that doctors make better diagnoses when they have less information. Shoppers buy more when they have fewer options. Accountants are more effective when they have less information. So are investors, seniors, psychologists and Marines.<\/p>\n<p>Let\u2019s take a look at the research &#8230;<\/p>\n<h3>Doctors make better decisions with less information.<\/h3>\n<p>A cardiologist named Lee Goldman created an equation to take the guesswork out of treating chest pain, Malcolm Gladwell reports in <a href=\"http:\/\/www.amazon.com\/exec\/obidos\/ASIN\/0316172324\/wwwwyliecomco-20\/002-0054577-9872826?creative=0&amp;camp=0&amp;adid=1BC37YGYSG1171RF78W4&amp;link_code=as1\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Blink<\/em><\/a>. Doctors, he found, would make the best diagnoses if they combined ECG results with the answers to just three questions:<\/p>\n<ul>\n<li>Is the patient\u2019s pain unstable angina?<\/li>\n<li>Is there fluid in the patient\u2019s lungs?<\/li>\n<li>Is the patient\u2019s systolic blood pressure below 100?<\/li>\n<\/ul>\n<p>When emergency room doctors at Cook County Hospital (the one that inspired the TV show \u201cER\u201d) used Goldman\u2019s equation, they diagnosed heart attacks correctly 95% of the time. When they gathered lots of additional information about the patient, they diagnosed heart attacks correctly just 75% to 89% of the time.<\/p>\n<p>So consider user intent. Are these folks supposed to make good decisions based on your content? If so, a high-quality short-form piece might make more sense.<\/p>\n<h3>Accountants are more successful with less information.<\/h3>\n<p>Two accounting professors at the University of South Carolina hypothesized that too much information would overload accountants studying companies\u2019 fiscal health.<\/p>\n<p>That overload, Eugene G. Chewning Jr., Ph.D, CPA, and Adrian M. Harrell, Ph.D, believed, would hurt the accountants\u2019 decision-making abilities. So they decided to test that theory.<\/p>\n<p>The professors gave each of 84 accountants and accounting students four to eight financial ratios (such as P\/E, or price\/earnings ratios).<\/p>\n<p>Then they asked these participants to predict whether a company would suffer some kind of financial distress \u2014 such as filing for bankruptcy, defaulting on a loan payment or missing a stock dividend payment \u2014 within the next three years.<\/p>\n<h5 class=\"standalone\">Accountants were more successful at predicting the right outcome when they received six ratios instead of four.<\/h5>\n<p>But when they received eight ratios, they were less successful than when they received only six ratios.<\/p>\n<p>Why?<\/p>\n<p>Because the more information they received, the less they used. When they were given six ratios, the accountants actually used five; but with eight, they incorporated only four ratios into their decision-making process.<\/p>\n<p>\u201cThe decision maker is considered to have experienced information overload at the point where the amount of information actually integrated into the decisions begins to decline,\u201d Chewning and Harrell write. They may not even be aware that they\u2019re doing it.<\/p>\n<h3>Shoppers, investors, others perform better with less.<\/h3>\n<p>Indeed:<\/p>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/2018\/11\/offer-a-or-b\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Shoppers buy more when they have fewer options<\/strong><\/a>. In one study, researcher Sheena Iyengar set up a tasting booth of gourmet jams. When offered six flavors, 30% of folks who stopped by the booth bought some jam. When faced with 24 options, only 3% of shoppers made a purchase.<\/li>\n<li><strong>The more information they get, the less likely employees are to opt into their 401(k) plans<\/strong>. In a study for Vanguard, Iyengar found that for every 10 funds a company added to its options, the number of employees enrolling dropped by 2%. With two options, 75% of employees participated; when there were 59 funds, only 60% enrolled. \u201cIf it\u2019s a lot of work to choose among the funds, many people will postpone the decision and never sign up,\u201d she says.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-digital-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Seniors perform poorly when overwhelmed with Medicare plans<\/strong><\/a>. When seniors had to choose a Medicare prescription drug benefit, they were overwhelmed by dozens of similar options. In the end, some 10% of seniors didn\u2019t enroll by the deadline, even though it meant they\u2019d have to pay extra to enroll late.<\/li>\n<\/ul>\n<p>Too much information also made it harder for psychologists to diagnose patients and for Marines to win battles, Gladwell reports.<\/p>\n<p>Short-form content also makes messages <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">easier to read<\/a>, <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">more efficient to read<\/a>, and <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/long-form-vs-short-form-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">easier to understand and remember<\/a>. And it helps readers <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-digital-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">choose more wisely<\/a>.<\/p>\n<p>Is that extra word count really worth it?<\/p>\n<h3>\u2018Selecting is stealing resources from understanding.\u2019<\/h3>\n<p>Why do people use fewer pieces of information when they have more?<\/p>\n<p>Before they\u2019re overloaded with information, people spend their time understanding the information they receive. When they have more information than they have time to process, they spend their time instead selecting which information to process.<\/p>\n<p>\u201c\u2018Selecting\u2019 is stealing resources from \u2018understanding,\u2019 resulting in poorer decisions,\u201d writes TJ Larkin, principal of Larkin Communication Consulting.<\/p>\n<p>Are you giving your readers so much information that they\u2019re focused on selecting instead of understanding? If so, you may be hurting their ability to make good decisions.<\/p>\n<h3>Don\u2019t drown them in data.<\/h3>\n<p>It would seem that the more information we give people, the better off they\u2019d be. Unfortunately, the reverse is true. The more information people get, it seems, the worse their decision-making skills become.<\/p>\n<p>Is that really the purpose of your content marketing strategy?<\/p>\n<p>\u201cHaving an abundance of information does not always translate into\u201d informed choices, <a href=\"http:\/\/www.ncbi.nlm.nih.gov\/pubmed\/12428034\" target=\"_blank\" rel=\"noopener noreferrer\">write researchers Judith H. Hibbard and Ellen Peters<\/a>. \u201cThe amount of information may exceed human information processing skills.\u201d<\/p>\n<p>And when that happens, people shut down. They may simplify the decision by relying on others\u2019 advice, by ignoring some of the information or by basing their decisions on the wrong things. Or they may not make a decision at all (Hibbard, Slovic and Jewett, 1997).<\/p>\n<p>Does your long form content require too much of your readers? What types of content might be better if they\u2019re shorter?<\/p>\n<p>In <em>Blink<\/em>, Gladwell writes:<\/p>\n<p>\u201cWe take it, as a given, that the more information decision makers have, the better off they are. \u2026<\/p>\n<p>\u201cBut what does the Goldman algorithm say? Quite the opposite: that all that extra information isn\u2019t actually an advantage at all \u2026 In fact \u2026 that extra information is more than useless. It\u2019s harmful. It confuses the issues.\u201d<\/p>\n<p>As Tom Rosenstiel, former media critic for the <em>Los Angeles Times,<\/em> says:<\/p>\n<h5 class=\"standalone\">\u201cYou\u2019re not more informed. You\u2019re just numbed.\u201d<\/h5>\n<p style=\"text-align:left; font-weight:bold;\">Are you informing your readers? Or just numbing them?<\/p>\n<p>____<\/p>\n<p>Sources: Eugene G. Chewning Jr. and Adrian M. Harrell, \u201cThe Effect of information Load on Decision Makers\u2019 Cue Utilization Levels and Decision Quality in a Financial Distress Decision Task,\u201d <em>Accounting, Organizations and Society,<\/em> vol. 15, no. 6, 1990, p. 527-542<\/p>\n<p>Malcolm Gladwell, <a href=\"http:\/\/www.amazon.com\/exec\/obidos\/ASIN\/0316172324\/wwwwyliecomco-20\/002-0054577-9872826?creative=0&amp;camp=0&amp;adid=1BC37YGYSG1171RF78W4&amp;link_code=as1\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Blink<\/em><\/a>, January 11, 2005<\/p>\n<p>Judith H. Hibbard and Ellen Peter, \u201c<a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pubmed\/12428034\" target=\"_blank\" rel=\"noopener noreferrer\">Supporting informed consumer health care decisions: data presentation approaches that facilitate the use of information in choice<\/a>,\u201d Nov. 6, 2001.<\/p>\n<p>Ksenia Iastrebova, Managers\u2019 Information Overload: The Impact of Coping Strategies on Decision-Making Performance, Ph.D. Thesis from Erasmus University, Rotterdam, March 2, 2006<\/p>\n<p>TJ Larkin and Sandar Larkin, \u201cInformation Overload Hurts Performance,\u201d <em>Larkin Page,<\/em> No. 57, March 2007<\/p>\n<p>Penelope Wang, \u201cHow to make better investment choices,\u201d <em>Money,<\/em> June 2, 2010<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>People perform better when they\u2019re not drowning in data<\/p>\n","protected":false},"author":6,"featured_media":31973,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[271],"tags":[12144,12143],"class_list":{"0":"post-23221","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-story-length","8":"tag-blog-post","9":"tag-digital-marketing","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Short form vs long form<\/title>\n<meta name=\"description\" content=\"Short form vs long form content: Longer content may work for search engines. 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