“I’m sorry this letter is so long; I didn’t have time to write a short one,” is a quote variously attributed to Cicero, Blaise Pascal and Mark Twain. Whoever said it hit the nail on the head – writing something short that has both impact and depth of content is much more difficult than banging on for eternity about very little.
We live in an age of information overload. People are time-scarce, busy, and distracted. You have a few seconds to capture their imagination. And if you don’t, they’ll simply click to the next thing while your text blathers away to itself somewhere in cyberspace.
So get to the point, get to it early, and then wrap it up. Make sure your message is heard.