No one, except your potential customers, can tell you whether the ad will work or not.

You must tell your full story. Think of it this way. If you got into your ideal prospect's office - the prospect that could pay you and your staff's wages for many years to come - what would you do? If you had tried over and over to get a meeting with this person and this was your one chance, would you keep it brief, thinking that they didn't want to hear everything you had to say? OR WOULD YOU TELL YOUR FULL STORY?

Here's another example. Imagine this...

God comes down and takes everything away from you - your family, your possessions, everything - and tells you that you can go and live on a desert island with anyone in the world. The next day, you receive 1000 letters to choose from. Would a note saying, "Hi. I'm Candy. I'm 160 centimetres tall and I like to go to the beach," sell you on choosing her? Of course it wouldn't. You'd want to know EVERYTHING. Her age, her education, her weight, her lifestyle. You'd want a photo. You'd want to know what she does in her spare time. You'd want to know her whole life story and EVERYTHING about her that you possibly could.

Keep that image in your head whenever you write an advertisement.

I am passionate about this. Why? Because every month in my copywriting business I write an ad for somebody who reckons that it won't work because it's too wordy. But when they run it, they are thrilled by the results.

Remember, short copy ads are rarely, if ever, measured. So when it comes to your advertising don't follow the blind. Use your common sense and do everything based on the returns they achieve.

Do you want fine writing? Do you want masterpieces? Or do you want to see the sales curve start moving?