Words are a double-edged tool. Used effectively, words can inspire, intimidate, and illuminate. Words can also belabor, bother and bore.

I once had an assignment to write a trade publication guest column for an engineer. His intended readers were blue-collar mechanics and technicians. I met with the engineer, asked questions and took careful notes to ensure I understood what he wanted to say.

When I submitted the article for his review, he read it and frowned.

“Is something wrong?” I asked.
“There aren’t enough words,” he replied.

He agreed I had accurately covered all his points in the tightly written article. It’s doubtful his intended readers had the time or reading skills to plow through a ponderous 1,500 word article. I had condensed the message to 500 words. I suspect his true goal was to impress other engineers with the extent of his knowledge.

The Elements of Style by William Strunk, Jr. and E.B. White is a fundamental reference tool for any professional communicator. In that slim volume, Strunk is emphatic: “Vigorous writing is concise. Omit needless words!"

Abraham Lincoln, a man who knew a thing or two about words, once wrote an uncharacteristically lengthy letter. He concluded the letter by saying, “I’m sorry this letter is so long. I didn’t have time to make it shorter.”

There are many ways to say something, but remember: concise, to-the-point communication requires hard work. Word count is not synonymous with an effective message.

Getting to the point should be one of your priorities. Plain speaking should be another. Spare your readers/listeners the buzzwords and clichés. Your knowledge and effectiveness will be measured in your clarity, not in over-reliance on insider jargon and convoluted double-speak.

Wade Multimedia LLC can help you craft your message for print, broadcast or the Web.

To read an article I wrote for Hour Detroit magazine about the economic devastation associated with a pest called the Emerald Ash Borer, click here.

To read an article about Michigan's questionable effort by politicians to somehow create "Cool Cities," click here.