Is less really more? An overused expression to be sure. Often verbalized by yours truly, and many others who ‘get it’. As a Radio writer, and a voyeur and creator of clients print and graphic display ads, relative ease of listening or reading, is crucial for the message to be viewed, listened to and remembered. After all, you must remember, to be persuaded.
In Print it is iconic memory we utilize, and in Radio it is echoic memory. In Radio, (and often on TV), how often do you hear the writers and production gurus speed up an ad right at the end to ensure they get all their ‘conditions’ bleeted out. Horrible.
My point is, writing 30 sec radio or 15 second radio, LESS IS MORE. A pause in the action can be a head –turner. A nicely paced, perfectly read script, is just SO MUCH more effective. Next time you want to add a location or a telephone number or some feature or benefit to an already jammed up script…. consider giving your voice professional a little breathing room and your audience a chance to use their echoic memory without trying to jam it between their ears. Is Less Really More? You bet it is.