My friend and associate John Frost says I’m the only one he knows who can talk for an hour about editing, so I’ll try to keep this short: Keep things short.
Condense. The fewer words you can use, the easier it is to follow. You don’t have to feel restricted, but as you put a break together, throw out words that aren’t really necessary. That makes what you leave in stand out more.
Think about it; very few long quotes ever get cited by anyone. It’s usually the short, most direct one that gets remembered and repeated.
Note for Talk Radio: this does apply. It’s amazing how short, impactful sentences get the best response. Longer, wordier diatribes tend to get more placid response… or the same person who called yesterday with the same type of comment he’s making today. Three short sentences get better reaction than one sentence three times as long.