Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at


My normal writing routine is between 750-1,000 words/week. When recording a video, a rule of thumb is 120-150 words per minute. 1,000 words would be way too long. So I condense or extract.

If I condense a message, I look at the big picture and break it down to two minutes or three minutes of intense information. I believe the attention span of a viewer is well under five minutes for any viewer regardless of how good it is.

My three key words are SHORT, SWEET, and MEAT.

Sometimes I choose to extract one or two paragraphs that I consider most significant or most impactful in terms of the viewer.

The key to understanding impact is to ask yourself these questions:

  • What does my customer or my prospective customer consider valuable?
  • What would my customer want to hear that would help them produce more and/or profit more?
  • What would help my customer succeed more?
  • What would help my customer win more?

The best advice I can give you is to go to my channel on YouTube and click on several random videos to see the SHORT, SWEET, MEAT impact.