Well, I’m a former journalist. We had a phrase in the newsroom: Why use a 25 cent word when a 5 cent word would do? It meant to be brief. Use words that pack a lot of power but don’t try to impress your audience by using a lot of jargon or “marketingspeak” because they will see right through it. Beyond that, I also believe the best way to create compelling Tweets is to know your key messages. Decide what you want to be known for on Twitter and in all of your marketing. This is your brand. Guard it and defend it. Finally, the best way for a business owner to demonstrate expertise is to ask questions. You don’t always have to Tweet what you know. You can take an instructive role in helping the Twitter community. By doing this, you show you’re invested in creating a long-term relationship, not simply a transactional one.