Ron Ploof chimed in with a post on brevity today. It was like a cool breeze to me. The hardest task in communications counsel is teaching clients to be succinct. The writing style of the real journalist requires paragraphs of no more than two sentences, no more than 25 words long each. It is the best way of getting an idea across. That's how most people talk. That also means you have to keep the superlatives at a minimum and THAT is really hard for most marketing people and CEOs.