The hardest aspect of copywriting is to be brief. To say something meaningful in less, rather than more words is a craft unto itself. In trying to hone this skill myself, I ran across this encouraging quote:
“He did not fatigue the wires with incessant telegrams like those who speak when they have nothing to say. But each of his notes, short, decisive and clear threw light on some important point.”Jules Verne about his character, Gideon Spillet, in his famous work The Mysterious Island.