On this day, 149 years ago, Lincoln delivered “a few appropriate remarks” at the dedication of the Soldiers’ National Cemetery in Gettysburg, PA.  In under three minutes, Lincoln spoke ten sentences and succeeded in reframing the Civil War to be about the preservation of the Union and “the government of the people, by the people, for the people.”

A few, well-written words deliver a more powerful impact than puffery that drones on.  

If Lincoln could do all of this with the limited text as shown above, think of how this translates to your work.  Copywriter Rob Lombardi used to preach to us that writing should be “uncomfortably short”.  Get the wiggle words out of your action plans so your intent doesn’t get lost in the clutter.

— beth triplett

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