Archive for April 1st, 2014


Listeners and viewers everywhere are familiar with the bloated message – we navigate through irrelevant webpages, skip past the boring parts of pamphlets, and tune out keynote speakers until they get to the content we’re actually interested in. Part of this is symptomatic of our more technical society: as bandwidth increases, it’s become easier and easier to just “do more” – more pages, more videos, more color, more verbiage.

Resist the urge.

Because while modern politicians luxuriate in their 2-hour TV time slots, the great orators through history still understood that brevity was the soul of wit (and sales, and persuasion).

It helps to think of words as costing you money. When you assume each word costs a dollar, each unnecessary webpage costs a customer, and each extra second of video costs 1% of attention and engagement, it’s easy to cut the fat.

Practice economy and respect the value of your audience’s attention. More isn’t better. More is just more. And it costs you.

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