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Atlanta, GA, 01-FEBRUARY-2011 - "Atlanta heating company overwhelmed with business after massive snowstorm" reports a spokesperson with the long-time family owned business, Shumate Heating and Air Conditioning. According to Josh Yudin at Shumate "Our phones were ringing constantly for the week in the storm. It has been many years since Atlanta has experienced a storm such as this one. We just wanted to ensure no families were without heat during this time period." This prescription being succinct and concise can often be misunderstood as well as judicious application. It certainly doesn't imply the author must make all of their sentences short and choppy or omit all adjectives, adverbs, and qualifiers. Nor can it signify they must avoid or eliminate all detail from the writing and treat her or his subjects only inside the barest skeleton or outline form. But the requirement does imply every word dedicated to paper should tell something totally new on the reader and contribute in the significant and non-redundant way on the message that the writer is attempting to show.