Communication Conversation: Short and Sweet

“Brevity is the soul of wit.” – Shakespeare

This proverbial quotation (from the character of Polonius in Hamlet) still holds true in current communication – whether communicating via an email, a text, a résumé, a cover letter or a spoken presentation. Being brief is better but harder to achieve than being loquacious, as it takes more thought and time to boil down information. Simply put: Less is more.

Last fall, a client of mine turned in a Master of Business Administration application essay that was 450 words too long. He explained, “Well, you are the ‘queen of cutting’” – furthermore asking if we could fix it. It was tough, but we made it a much more power-packed essay, simply 500 words shorter. Additionally, focusing on the main message at hand prepared him for interviews and corporate meetings to come. The main reason I continue this work is when I receive phone calls with clients screaming with joy – specific to this instance, when the client was admitted to the MBA program in question.

Here are some guidelines for achieving brevity:

• Choose three main points you want to make – two are not enough, while four seem to be too many to remember, especially when orally conveying a point. Additionally, three seem to be the natural human rhythm. Examples include red, white and blue; breakfast, lunch and dinner; and small, medium and large.

• Explain each of your points using visual examples and positive points. If you can make us see your point, we are more likely to believe it. Also, remember, negativity is always a turnoff.

• Focus on a 23-word statement. Studies have shown that quotations most often used in the media are 23 words or less. Why? Reporters can keep up with writing exactly what you say for 23 words, then there start to be gaps – ultimately becoming paraphrases, not quotations. Also, 23 words spoken on camera take approximately 10 seconds or less, which constitutes a good sound bite.

So if I am the general manager of a new hotel on opening night, whatever a reporter or potential customer asks, I respond first with: “Our goal at the Paradise Resort is for each guest to have a perfect experience with beautiful rooms, excellent food and impeccable service.” Twenty-three words, three positive points, a visual and inclusion of the brand name. Now the reporter or customer (or, as the case may be, potential employer) can follow up on one of these points, setting the stage for an explanation in greater detail – but still delivered as succinctly as possible.