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Keep It Simple

The most effective ad copywriting gets right to the point.

This story appears in the May 2005 issue of Entrepreneur. Subscribe »

Czech novelist Bohumil Hrabal would have made an awfuladvertising copywriter. He's purported to have penned thelongest sentence ever strung out on paper: 128 pages!

Copywriters, on the other hand, must aim for the shortestpossible sentences--ideally, no more than 17 words, according tothe late writing expert Rudolf Flesch in The Art of Plain Talk. The sales messageshould include a good sprinkling of five- to 10-word sentences aswell. This makes reading a breeze.

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