The more words we use to say or write something, the less convincing we become.
Persuasive writers and speakers are succinct. They use the minimum number of sentences needed to convey their message. They know that using more will dilute the effect they’re seeking, or create an impression that they’re insecure in their verbal abilities.
Along with saying less, it’s also a good idea to slow the pace. In oral formats, this gives the impression of gravity and significance. Insecure speakers have a tendency to gabble and to blur their words, undermining authoritativeness.
In written formats, pace can be governed by appropriate word choice. Readers pause for thought over the correctly chosen word. They skim through material that doesn’t hit the nail.
The best writers and speakers say what they need to, then stop. Silence allows the message to sink in. It also gives readers and listeners the opportunity to respond, which they are grateful for.