Marketing is the start of the conversation, not the whole conversation

If you think you have too many words in your ad, brochure, flyer or e-mail, you're probably right. Instead of trying to say everything, focus on saying the right thing at the right time, in as few words as possible. Remember, the best marketing pieces aren't monologues that replace real world conversations--they're designed to facilitate an ongoing dialogue. The less copy you write, the more likely it will be read--and that you'll be invited to have another conversation.