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But as you know, these days it’s generally considered rude and akin to yelling, or shouting. In the world of copywriting, to make an emphasis you will underline, bold, or use italics. You can do that plus use a font color other than black, such as red for example. Hard on the eyes… that’s what words in all caps are. Don’t be afraid of formatting because it can help you get your point across easily and accurately. No rules regarding how long your copy should be. There’s a misconception about copy that the longer it is, the better it will convert. Not good – that’s not the correct reason to write more. Regarding length, write until the job is done and don’t artificially inflate it. Never, ever add to it just to make it longer and look more impressive. If more words are necessary to accomplish your objective, then do what needs to be done. One of the most common reasons to make it shorter is if, after proof-reading, you find copy that really does not serve a good purpose and can stand to be cut. There is no target word count in copy. It’s fine to break some rules if you do something good with it. While you want to make sure that you follow the rules of spelling and grammar, never purposely break spelling rules. The fundamentals of copywriting are not hard to learn, and you’ll have a better understanding about this whole ‘rule breaking’ issue. If you’re going to take the time to attempt copywriting, then you don’t want it to look like you’re an amateur. No matter what anyone tells you, it’s hard to sell almost anything. Any copywriting that seems like it was created easily and naturally was probably done by a professional. You have to try it yourself to appreciate how difficult it can be to produce good copy. Copywriting is, fortunately, something you will improve at with practice. 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