[SOUND] The fourth principle in effective communication is conciseness. What is conciseness? That means you use as few words as possible to convey an accurate and an informative message. So this doesn't mean you cut down words to sacrifice on the content. It cannot happen. It just means don't use more words than necessary to pass on a message, an informative and correct message. So in doing so, you will be able to save time and money, because it prevents confusion and, even worse, mistakes. It also grabs the audience attention, because straight away they know what you want to say and what you want them to do. So it's a much better way to convey messages. Okay now, let's have a look at Example A, the not so concise message. Jenny writes to Maxine and says, Hi, Maxine, I think we need to talk about the ABC campaign, I mean the one that which we need to do as a quarterly exercise. I think it is a great way of enhancing our brand image. Basically, it would just be an on-site visit to the ABC Company but we can sort of do other things too. For instance, we need to talk to the full-time and part-time staff. Let us sit and talk tomorrow. So, Jenny is really saying to Maxine, we need to talk about the ABC campaign. What about the ABC campaign? It's about the full time and part time staff. So can you see that there is information that is not necessary? It is obstructed by information like brand image, what does that have to do with the content of the message? Brand image, improving the brand image is a result. So it shouldn't be here in the middle of the message to obstruct the specific goal, the specific intention of the message. So it's obstructed by unnecessary information. There's information that is not necessary, like quarterly exercise, sort of do other things, these are unnecessary sentences. Really, the thing that Jenny wanted Maxine to do is to talk to the full-time and part-time staff. So that should happen earlier on in the message. So, this message not good because it's full of unnecessary information, it's obstructed by unnecessary information, and it's too wordy. Now let's have a look at Example B, which is a much more concise message, but you can see here that no information has been deleted. The essence of the message is still here. So in this version, Jenny writes to Maxine and says, Hi Maxine, I would like to discuss the quarterly ABC campaign with you. So that's the primary goal. This will require for us to talk to the full-time and part-time staff at the ABC Company. So this is the ultimate goal of the message. Then the result about the brand image. Then that happens later, if Jenny and Maxine talked the result is it can improve the brand image of the company. We'll talk in detail tomorrow. So this is much more concise. No unnecessary fillers such as I mean, sort of, for instance, basically. So delete all the unnecessary words, full content, very precise instead.