As pilots, we’re taught (no, it’s drilled into our heads) to use as few words as possible to communicate. You say only what you need to say and specifically to whom you need to say it. There’s no room for idle chit chat, especially during sensitive operations like take-off and landing, and during peak periods in congested airspace. More words means more distractions which inevitably leads to mistakes, and sometimes worse.
The same concept should apply in marketing, especially as the “noise” factor has never been higher. Keep it simple, to the point and aimed at the right audience. All written communications (proposals, press releases, brochures, etc.) should incorporate more design and fewer words. Websites should have fewer pages and be clutter free with more images and less test. And, if you must speak, ask more questions…and listen.