Good article by Carmine Gallo on the Business Week small business site on the value of being more succinct when communicating. http://www.businessweek.com/smallbiz/content/jun2009/sb20090616_017396.htm
Contains a great quote by New York real estate queen Barbara Corcoran. "Nobody is as interested in you as you think they are." This can be applied to our communication strategy as well. People probably aren't as interested in our message as we think they are, but we can improve our communication effectiveness.
We coach leaders to use two strategies: elevator speeches and over-communication.
When introducing a new concept or message, employ an elevator speech. Elevator speeches should answer four questions about our topic:
1. What is it?
2. Why is it necessary?
3. What will success look like?
4. What do I need from you?
The idea behind the elevator speech is that if you can't describe your idea, product, or message in four sentences or phrases, it's too complicated and will probably not be retained by the hearer.
Then once the elevator speech is prepared, you can't just say it once. You have to absolutely pound the message over and over and over. Dont' be afraid to repeat yourself. Repetition is how people remember.