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Keep It Simple

The most effective ad copywriting gets right to the point.

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

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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