By: Emily Allman, Account Manager

Twitter is cutting back. As of February 20th, you’re going have to downsize on your tweets. If you’re tweeting out a URL, you will max out at 118 characters and 117 characters for http links. Twitter claims that the t.co wrapper protects users from malicious sites that spread malware, phishing attacks and other harmful activity. But Twitter’s new character limit helps to paint the larger picture of our “information-now” culture. 

According to BusinessWeek, the average professional – in 2011 – received more than 100 emails per day, so just think about what that number might be today. Given the high volume of messages sent and received, it’s no wonder that the vast majority of people don’t have the time to sift through lengthy emails with flowery language and niceties. But as communication gurus, we walk a fine line between efficient and unprofessional. We run the risk of creating confusion when we condense our message too much; however, it is equally as damaging when we muddle content with unnecessary words.

 So how can you create greater impact with fewer words?

  • Use your words: The English language presents infinite construction possibilities. It’s best to use targeted words that further your message, but that doesn’t mean you have to abandon your creativity. In fact, messages with “staying power” are always creative ones. Broaden your vocabulary, while using words that also serve a purpose.
  • Focus: Before you write anything, ask yourself, “What is my purpose?” With your message top of mind, you will be laser-focused on getting to the point.
  • Twice is not always as nice: Avoid redundancy by eliminating interchangeable words.
  • Abbrevs. r inapprop.: However efficient, using abbreviations (aside from an occasional Tweet) is never your best option for communicating effectively. When in doubt, spell it out!
  • Tone up: It’s easy to become “tone-deaf,” when focusing too heavily on cutting your word count. It can be challenging for a reader to decipher tone in written documents, and efficiency does not always translate into friendliness in text. Try to use words that will relay your message in a warm, positive way.
  • Visualize success: Graphics, bullets and visuals are extremely effective for optimizing messages. A simple graphic is a great way to “show” something without necessarily “saying” it. The audience is more likely to absorb and share information that is visual.

The next time you start a campaign, write a case study or send an email, communicate your point in a clear, concise way. For a world that is constantly “plugged-in,” information overload can be a true message killer. Cut through the clutter by showing that less truly is more.