##### That is: [Why say lot word when less word do trick?](https://www.youtube.com/watch?v=_K-L9uhsBLM) Seriously: syllables should matter when you're writing a script. The scripts below have the same message. Which one is better? "Don’t let bad judges ruin another family like they ruined mine. Vote. Them. Out." "Vote out immoral judges who aren't doing their job and are ruining families like mine." The rule of thumb for copywriting used to be "use sixth grade reading level." Donald Trump is the most memorable politician of our lifetime. He uses a second(?) grade reading level. Sixth grade reading level = authentic. excellent. terrible. efficient. Second grade reading level = real. good. bad. fast. In a [[The Digital Attention Economy|Tik Tok world]], only one of those sets of words gets your message across efficiently. Kudos to you, because if you're seeing this, it means you actually read words on screen to completion. But most of the world doesn't. And even the people who love to read still like [[iPhone Ad.jpg|this ad]] better than [[Confusing Billboard.jpg|this ad]], [[Confusing Bus Ad.jpeg|this ad]], or even [[Ad with too many words.jpeg|this ad]].