Copywriting for the 21st Century

7. Lightweight ≠ Tightly Written
What I refer to as “copy lite” is as flavorless as many of those “lite” food bars. Tightly written copy tells the story that needs to be told. If you have many retail locations, your copy doesn’t need to include as much detail. But I always recommend testing to determine when the copy lightens to the point that your catalog is no longer drawing direct sales.