Breaking the 100 Word Rule

Everyone knows the proper length for copy is like the same as a skirt. “Short enough to be interesting, long enough to cover the subject.” In general, that means a maximum of 100 words, unless…

You have an entire laundry list of features (hint: bullet points with benefits).

Your comparative ad requires multiple layers of facts/data (hint: logical flow).

You’re writing a first person narrative and the language is absolutely riveting (hint: it better be).

Final hint: when you must use more than 100 words – treat it like a Hershey’s chocolate bar – and break it into manageable chunks.