The Lord's Prayer contains 56 words, the Gettysburg address, 266; the Ten Commandments, 297 and the Declaration of Independence, 300.
A recent U.S government order setting the price of cabbage? A whopping 26,911 words.
Only a tiny, tiny proportion of the messages people receive everyday make it through to their memory bank, and less still wil get acted on. This in mind, why are so many marketers intent on complicating the issue by writing masses of copy for no apparent reason?
Written communication in its simplest form can be a powerful tool, and simple more often than not, means keeping copy short.
But as Mark Twain once said “I didn't have time to write a short letter, so I wrote a long one instead.”