In Their Own Words

Microstyle: The Art of Writing Little is a field guide for the age of the incredible shrinking message.

Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, domain names, slogans, taglines, company mantras, bullet points, tweets, Facebook status updates. These miniature messages depend not on the elements of style but the atoms of style. They require microstyle. This book reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As it highlights examples of those tools used well, Microstyle also examines messages that miss the mark, either by failing to use a tool or by using it badly. It shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.