Some advertisers feel that more words mean more results. Some feel just the
opposite, but getting it just right is rapidly becoming a lost art. Brief, smart,
to the point use of copy is one of the most important caveats in the field, yet one
rarely paid attention to. Most ad readers are not planning on getting something to
drink, finding a comfortable chair, and spending the afternoon reading ads. The
advertiser has an extremely brief window to get the job done, so why don’t we work
harder at it? If you are advising clients on their advertising, you owe it to them
to provide them with this kind of direction. Volume is not necessarily quality!