It’s highly likely that the people you are trying to reach with your message — whatever it may be — lead busy working lives and have to deal with constant interruptions and distractions. Your gift to them should therefore be brevity. Try to tell your story, or at least deliver the essential (for your audience) information, in as few words as possible*.
This advice can be usefully applied to everything from editorials, articles and newsletters to conference presentations and event reports. Oh, and blog posts.
* There is, of course, a time and place for stretching things out. I’m currently working my way through Les Misérables, the English translation of which clocks in at more than 1,200 densely packed pages; and I’m a big fan of ‘longreads‘, such as this one, about Upworthy, that I recommended recently to someone grappling with the challenge of tackling negative perceptions of migrants.