“I didn’t have time to write a short letter, so I wrote a long one instead.”— Mark Twain
An SMS, a tweet, a headline — they often say enough, and sometimes say a lot. David Ogilvy famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Granted, a headline alone is rarely enough, but if a piece of strong concise communication works for mobile, why should it be less concise anywhere else? Expectations across all devices are converging. With mobile users wanting more, it may be an opportunity to review how our desktop formats can do just as much with less.