Don’t be afraid of nuance
Yes, there are times when lengthy or detailed explanations are in order. Often, though, I wonder if long copy is written out of fear. That prospects just won’t get it without a lot of detail. That customers won’t think it’s worth it if there aren’t a lot of words.
More words = better value?
Not necessarily. Think about the exact message you need to communicate. If you don’t know when to stop writing that first draft of your message, just keep writing as much as you want. Then cut out about half of it. If it still works, try cutting it down again. And again. Until you’ve got tight, clean copy.
Don’t be afraid of nuance or subtlety. Your customers will appreciate you for it.