Stop writing so much

Sadly, this rings true to my ears:

"Combined, the books in the Harry Potter series have sold over 250 million copies worldwide. Somebody’s reading all those words. Words that are typeset on pages. Pages that are bound in book form.

So why the hell do my clients think a paragraph with 3 sentences of copy is “too long” for their audience?

It’s not consumers who have the short attention spans. It’s the clients. Because today’s clients aren’t concerned with brand equity, customer relationships, or long-term initiatives. It’s a project-to-project, deliverable-to-deliverable existence. They’re worried about their jobs—and surviving in those jobs for one more month."

Read the full article here.