When Vijay opened his shop in India he put up a sign that said, "we sell fresh fish here". His father stop by and said that the word "we' suggests an emphasis on the seller rather than the customer, and that it really was not needed. So, the sign was changed to "fresh fish sold here".
His brother came by and suggested that the word "here" could be removed as it was superfluous. Vijay agreed and changed the sign to read "fresh fish sold". Next his sister came along and said that the sign should just say "fresh fish". Clearly it is being sold what else would you be doing with fish? Later his neighbour stopped by to congratulate him on his new sign. Then he mentioned that all passers-by can easily tell that fish were really fresh or not. Mentioning the word "fresh" actually made it sound offensive as though there was room for doubt about the freshness. So Vijay change the sign just read "fish". His shop became a roaring success.
The Moral of the Story:
The moral of the story is simplicity and why it really matters, and therefore try to simplify communication wherever possible. That way people will understand quickly what it is you are trying to say to them!
As Henry David Thoreau once said, "our lives are frittered away by detail: simplify, simplify, simplify".