Why so much copy? – Wallis Agency

Why so much copy?

Panels with design and copy by Wallis Agency for an exhibition at the National Trust’s Mompesson House, Salisbury.

Words. Text. Copy. Blurb. Content. There’s almost always too much.

Not that that’s always a negative – better to have to cut down than to pad up – but it deserves some investigation. Why is it so?

Getting everything out there is rightly important to you, but not every detail is going to tinkle everyone’s bell.


‘Getting everything out there is rightly important to you, but not every detail is going to tinkle everyone’s bell.’


So we help. We are copywriters after all. We’ve written exhibition panel copy for the National Trust and the RNLI.

Long copy, short copy, medium copy, we’ve written it all.

Calls to action!

Bright copy. Light copy.

Serious copy (but never intimidating copy – that’s stroppy copy).

Careful copy, crafted copy, quick copy (but never careless copy – that’s sloppy copy).


‘Long copy, short copy, medium copy, we’ve written it all.’


So we read with the eyes and ears of the audience. We know what they want is not always what you want to tell them.

We trim, we reshape, we practise economy, until the copy sings the same tune for you, just stripped back to make music to your audience’s ears. It’s weight-watchers for words.

And that’s it.