never risk losing the attention of audience by providing too much detail in your copy. effective copy writing tells your audience what they need to know to act and make a purchase or how to contact you for more information. extraneous details clutter the minds of your audience which increases the possible the most important aspects of your advertisement or marketing program. unless you're advertising a prescription drug highly technical equipment or an exceedingly regulated or complicated product the best rule to follow is K.I.S.S.(Keep It simple,Stupid). you're spending a substantial amount of your advertising budget on placing each ad. you only receive a small amount of space to get your message across to your audience. wisely use that pricey real estate to ensure you get the highest Return on your investment