People today have busy lives. They get their news from the internet now more than any other source. When they do watch cable or satellite news, they read the ticker at the bottom of the screen (the crawl).
But today is no different than in the past. Abraham Lincoln’s famous Gettysburg Address was just over two minutes long, but it has been remembered for it’s succinct brevity. Almost no one can quote a word of Edward Everett’s two hour oration that preceded Lincoln’s that same day.
Your message should be easy to communicate. Brief, memorable and to the point.
“Here is what we do, who we do it for and what it means to YOU.”
Is what you do on the lips of the people you want to do it for?
Then cut it, cut it, cut it! And then cut it some more. If not, is it any wonder no one is listening?