An audio ads study found that less is more when it comes to copy.

Cutting 10 words (per minute) leads to a:

• 1% increase in consumers scoring an ad as standing out
• .25% increase in web traffic

24 extra words in a 30-second audio ad lowers ad response by -27%

Less density = fewer messages = higher memorability

An ad with four messages will have message recall of only 24% to 43% of ads with just one message. The more messages an ad attempts to communicate, the lower the likelihood of a single message being communicated.

If you don’t know what you’re trying to say, how will your customers?