Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one. - David Ogilvy

Long copy sells more than short copy, particularly when you are asking the reader to spend a lot of money.

One of the most brilliant blackballed by three clients in one year; the experience hurt him so badly that he left the agency business forever. If you are too thin-skinned to survive this hazard, you should not become an account executive in an advertising agency.

advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.