"The more words are used to express an idea, the less powerful they become."
--Hazrat Inayat Khan
A wise woman once told me that, when communicating with a man, it's best to express just one idea at a time. Any other points you make will be forgotten.
Memorable content is concise. It conveys a message without being didactic or haranguing the reader. It expresses one idea succinctly, so that idea has power.
Writing tight is no easy task. You have to cull superfluous words, then smooth out the rest. This gets easier with practice.
For The Year in Infrastructure, I read the 2,000-word documents submitted by the engineering teams and wrote 125-word profiles for each project. Each profile is a mini case study: challenge, solution, result.
As the writer, I am confident that any man (or woman) who reads the yearbook will get that message.