Everybody says this… but it bears repeating. If you reduce the number of words your readers have to endure to get your message, you’re way ahead of the game.
It worked for Hemingway, and it works for advertising and marketing writers. When you simplify, you not only communicate better, you make your readers think you’re *smarter*. Stanford University did a study on this, in fact. Those who write with both shorter sentences and shorter words are perceived by their audiences as more intelligent than those who use more elaborate and sophisticated means. It sounds counter-intuitive, but it’s true.
Write short and reap profits. That’s communication.
“Phil – part of your talent lies in your ability to work with a host of personalities and corporate cultures..not an easy thing to do. Global Crossing looks forward to continuing our relationship with you. The only way you could get a “10″ on Response Time would be to become a full-time Global Crossing employee – which doesn’t’ appear to be in the cards. I put a 9 down only to manage my own expectations that I may need to wait a few days for you to be available…. 
”
Michelle Soltesz
Senior Marketing Communications Manager
Global Crossing
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