It’s not an easy rule to follow. I believe in fluidity of thoughts and ideas. In my eyes, short statements can appear choppy. And blunt (see how I did that?).
However, I do understand its importance: brevity is ideal in some situations.
Take brochure-writing. You have a limited amount of space. You don’t have the luxury of taking time to describe things. And your readers don’t have the patience for that anyhow. They want the basics, NOW.
The same goes for web copy. Visitors do not want flowery language. They do not want to scroll through pages of text to find the information they need.
And print advertising? Don’t even think about lengthy sentences. Every single line of text costs you a great sum of money. Now there’s a good reason to keep things brief.
In brief? Be brief...whenever you can.
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