Allow Demian Farnworth to tell you a story. A story that you will probably be able to relate to in some sense.
It’s about a stout, whiskered man who thinks sound decisions can come only from a cool head. And that copy should always be short.
“I would never read this. It’s too long.” That’s a pervasive sentiment that will never die. Demian runs into it all the time, most recently with a young man asking for studies, who was suggesting Millennials would not read long copy. That they all have ADHD.
That thought is baloney. Here’s why …