240 words of copy. Recommended when your illustration is to carry the main load of selling. This is my second perfect layout. It gives a wide, shallow photograph, a headline up to 20 words, a subhead up to 28 words, four or five cross-heads and 600 words of body copy. Recommended when your copy is more important than your illustration. I could give you countless other examples of long copy which has made the cash register ring, notably for Mercedes cars. Not only in the United States, but all over the world. I believe, without any research to support me, that advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not. After studying the results of advertising for retailers, Dr. Charles Edwards concluded that ‘the more facts you tell, the more you sell.’ An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.