However, there is a body of research that suggests that, within reason, the longer messages are better provided the reader is interested in the goods or services and there is sufficient meaningful commentary to be made. You want the reader to act quickly, to strike while the proverbial iron is hot. There are a number of tried and true devices to ensure this occurs. While supplies last is a tried and true classic. Grocery stores only run particular specials for a week before they expire.
Many sports franchises offer special early-bird rates for subscribers.
I knew a financial advisor who spent tremendous time and energy on all aspects of his promotional materials. One day he was prospecting a graphic designer. The Designer kept looking at the layout of the material - without reading a word of it. Needless to say, the financial advisor got himself a client. Brand building speaks to the importance of each and every element of what you do, from your product to how you communicate it.