In general the least amount of copy you can use to get your message across is best–no surprise there. However, you should also consider the following variables according to Dr. Flint McGlaughlin, Director, MarketingExperiments.com: Cost: lower=less copy; higher=more copy Perceived risk: low=less copy; higher=more copy Level of Commitment: low=less copy; high=more copy Motivation: emotional/impulse=less copy; […]