Polonius made reference that brevity is the soul of wit in Hamlet and it’s still true today. I maintain that we are either born with wit, or not. It’s not a teachable skill, but we can learn to be brief and a great book for learning the art of brevity is, How To Get Your Point Across In 30 Seconds Or Less by Milo Frank. I highly recommend it. It’s vital to understand and appreciate how busy prospects are these days. An example I like using to illustrate the importance of brevity today is with TV advertisements. In television’s infancy, commercials could be as long as two minutes. Viewers were so enamored of their TV sets in those days, that even watching commercials was entertaining. It didn’t matter that they were watching a pitch. What mattered was that they were watching anything at all. The 2 minute spot evolved into 30 to 60-second spots which were the norm for decades. Fast forward to the present day. I recently gave a talk to an entrepreneur class at Columbia College and asked the students for a show of hands: “Who has watched a network television commercial in the last 12 months?” Not one student raised their hand. The advertisements young people are noticing (or ignoring) these days are online and when the ads give the viewer the option of skipping the spot in five seconds, almost all the students exercise this option. Does that open your eyes? It did mine. We have to respect our prospect’s time, and we need to get to the point and get to it fast.
When we are communicating on any level-be it with advertising, or calling someone on the phone-we have to be as brief as humanly possible. A good rule of thumb is to communicate what what needs to be said and not what we want to say.