TO BE, OR NOT TO BE? Probably the most famous few words in English literature*.

If you asked every person in the country to recall a few famous words of literature, I suspect that a large percentage would recite (probably, without knowing its exact source) this opening line from Hamlet's Act III.

Why is it so memorable? Because it's simple. Few probably even understand its meaning yet importantly this little gem of genius contains just 6 words and none of them have more than 3 letters - and advertising can certainly take a leaf out of the Bard's book.

To get back to basics we must remember that our target audience simply has neither the time nor the inclination to plough their way through the endless outpourings of over-detailed drivel. They're not reading a book (not even Hamlet!) about your cars, nor sitting in the front row of some stalls especially to read your poster, nor listening to an afternoon play on the radio about your brand of baked beans.

As long as your media is correct, your headline is strong and all the other basic boxes have been ticked (sorry, see Bullshit Bingo) we have a fighting chance of grabbing the attention of someone who... (according to all the Research and Target Audience information that we have painstakingly compiled) ...could be interested in buying your product.

So having come so far what do we do? Bore them ****less with 500 words of repetitive, tedious copy and confuse them beyond all measure, and, more than likely, we'll lose them in the first few seconds. Lost sale!

Having got their attention we must get to the point quickly, succinctly and hopefully interestingly, then, without much ado about nothing, explain the benefits of the product, and then finally (after possibly adding a smattering of interest, a bit of colour and the odd carrot) we show them how to buy it, this 'must have' item, with the Call to Action.

Not a word should be wasted, no pointless details, no "at this point in time" (now) or "this feature is referred to as" (it's called).

However, as an addendum...

"I have made this letter longer than usual, only because I have not had the time to make it shorter".
Blaise Pascal, Philosopher

*Analogy – with thanks to Brian Clark. Right: Bill the Bard