5
Secret #1: It’s What
You Don’t Say
A PowerPhrase Is Short
43Consider this: The Lord’s Prayer is only 56 words long. Do you
think it would be more powerful if someone added more words?
Abraham Lincoln’s Gettysburg address was 226 words long. The
main orator at Gettysburg, Edward Everett of Massachusetts,
delivered a two-hour formal address, which Lincoln followed
by speaking for two minutes. Ever heard of Edward Everett? I
didn’t think so. The Ten Commandments total 297 words. I
think they get the point across. The USDA Order on Cabbage
Pricingis 15,629 words long. Does that tell you anything?
Less really is more. Short really is sweet. Brief is best! If you
take too long to get to the point, or worse, lose the point your-
self, people’s eyes glaze over, no matter how polite they are try-
ing to be. Learn from the great communicators. Say less so your
listeners understand more.
Copyright © 2004 by Meryl Runion. Click here for terms of use.