I love reading copywriting blogs.

I even said it in the title.

Especially the ones that use short sentences.

One sentence to a paragraph.

One word to a sentence.

(No. I wouldn’t read that.)

Because copywriting is about paring down, not padding out.

Everybody knows that.

Time is precious.

But sometimes I wonder

What isn’t being said?

What assumptions are being made of the reader?

Are there situations when more is, in fact, more?

Can a conversational tone help the conversation?

That’s what the copywriter has to decide.

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Image: Glen Carrie