Many times, short copy will pull a better response if a limited-time offer is made. "Zero percent interest until January 30th" or "Order before February 1st and get FREE shipping."

WARNING: Be very, VERY sure that your support copy is ready to go when you run short ads. For instance, I once had a client approach me about writing copy for a postcard campaign he wanted to do. As we went through process of his customers' most desired behavior, I discovered that he wanted readers to visit his Web site to get additional information they needed in order to purchase. However, his Web site was hardly set up to sell anything to anybody.

While postcard was fully capable of generating leads for client, support information he had prepared was in desperate shape! He would have seen little return on his investment - not because postcard didn't do its job - but because "landing page" of his site was simply awful.

Whether you're asking readers of short copy to call, click, or come by, be sure your support staff or information is ready, willing, and able to handle job.

Lastly, when you write extremely short copy, remember to stay focused. As I've said, there is not enough room to sell customers within your copy, but there IS enough room to pique their interest. Use limited space you have to punch up biggest benefits or end results your customers are looking for, and you'll see bigger returns on your investment.

Ensure you are up to date Keeping your information up to date is hugely important. This is becoming more and more case. More companies are moving over to content management systems and updating their content regularly. Being out of date even by days will hugely damage your credibility.

Keep it brief Leading sentences are 10-20 words. Keep it short. There is a limited amount of time that people stay on websites for. They don't lie on sofa to read web or carry it around with them (apart from possibly on a tiny phone screen). People read 10-20% slower online and screens are still tiring to read. You need to get main point across quickly and clearly; briefly explain it and move on.

Stay Consistent Don't continually re-brand yourself on each page. You should also bear in mind that language you use in your other (offline) marketing materials must be consistent with language you use online.

Be understandable Explain everything you say. Don't make assumptions about your readers' intelligence and don't be impenetrable in your turn of phrase. A great marketing strength lies in being able to explain what it is that you do and why it is that you do it so well; to someone who has no idea about your field of work.

Be correct Credibility is a big problem on web. Many people believe that information they read online is not as credible as information in hard copy. To avoid fuelling this misconception, your content must be extremely good, and above all it must be 100% correct.

Good luck!