Earlier in my career, I managed correspondence for Fidelity Investments' Chairman Edward C. Johnson 3d (note: he prefers 3d, not III). This mostly involved responding to letters or calls from irate customers who had experienced some type of problem. While dealing with upset customers all day was no picnic in the park, it helped me learn about nearly every facet of Fidelity's operations. And, because I was cranking out 10-15 letters a day, it taught me how to write clearly and succinctly.
 
Sadly, some corporate communicators today assume that, when it comes to written communications, longer equals better. They produce long-winded articles, whitepapers, and newsletters that labor under the misconception that the target audience has unlimited reading time. In an age where fewer people are reading daily newspapers and 140-character "tweets" pass for "thought leadership," you need to get your point across quickly.
 
In practical terms, this means that it's more important than ever to have a clear communications objective and a solid understanding of your target audience. Before you launch any communications project, take the time to answer these questions:
 

 

As you think about the best vehicle for communicating your message, remember that the more efficiently you can get your point across, the better your odds of success. Make sure your copy is long enough to cover the essentials, but short enough to stimulate and retain interest.