Brief: Make a Bigger Impact by Saying Less

by Joseph McCormack

people don't enjoy exerting energy assembling random words and thoughts.

Provide the right level of detail to create the easiest possible consumption.

Tell versus sell. While people hate being sold something, they do love stories.

Truth: Buyer's remorse happens when you fear you were convinced to do something you didn't at first understand.

Implication: Rediscover the elements of solid storytelling and tell a story whenever possible.

19. What's in it for me? There always needs to be a payoff. Know what it is, and deliver it.

b. Implication: You need to deliver a payoff like a punch line at the end or a headline at the beginning.

20. Commit to clear and concise. Success means deciding to be disciplined.

Truth: Brevity shows respect and always creates a positive response.

Implication: If you want to make a bigger impact, decide to give your audience less.