Important rules for when you are communicating to a key audience: (1) know what your message is; (2) make sure that the message is targeted to the audience; (3) support that message with facts that are clear and concise; and (4) don’t weaken that message with all the other great things that you might want to add to it.

Once you’ve made your point, and made it well, keep it that way. Adding more information, adding more facts, adding more examples: in your mind it may make your message more convincing. But for the audience, that extra information may confuse rather than inform. It may become a distraction, diluting rather than strengthening the message.


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