Take two bottles of perfume. Pour out half the perfume in each bottle. Now fill one of the bottles the rest of the way with water. Leave the other bottle with only perfume.
Which perfume is more potent and powerful?
Take a 60-second radio ad. Cut out all the black and unnecessary words, the words that do not interest or delight or move the point forward. Keep cutting until you get it down to 30 seconds while making the same point.
Which ad will be more potent and powerful?
You get the idea.
“The most valuable of all talents is that of never using two words when one will do.” -Thomas Jefferson
“I have only made this letter rather long because I have not had time to make it shorter.” -Blaise Pascal
PS One of the best exercises Roy H. Williams, aka The Wizard of Ads, ever did during my trainings with him was to take a green sharpie to my written ads and cross off all the boring, dull, black words. The paper looked like green Morse code when he was done, but the words left behind had incredible power and impact. Give your ads the same treatment and watch their impact rise with every slash of the pen.