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There’s an old saying that goes something like “What I wrote would have been much shorter if I only had more time,” that speaks to the importance of distilling messages into concise, powerful nuggets. Be clear and to the point and avoid the temptation to say too much. Longer messages increase the chance of losing the audiences’ attention. Also, the risk of diluting the message is much greater. Pick the most important fact you want to get across to consumers, own it, and use it to set your brand apart from the rest.