Richard Branson offers good advice about being to the point. People seek clarity and if you have any chance to grab their attention and get them to act, you need to be direct.
Branson advises… “The best ideas don’t always need to have detailed financial projections and complicated business proposals behind them. Sometimes they come fully formed on the back of a beer mat… If it can’t fit onto the back of an envelope, it’s probably a bad idea. Keep it short, sharp and picture-perfect.”
One of Google’s early investors at Sequoia Capital had another way of saying it… “If an entrepreneur cannot explain his idea in ten words or less, I’m not interested and I’m not investing. Period.”
Brevity is the soul of wit.
Better yet…
Keep it short and simple.