Yesterday I read a report published by the University of California, San Diego, that says the average American consumes 34 gigabytes of content and 100,000 words of information in a single day.
That's 100,000 words that we are bombarded with every day. Those words come from TV, subway announcements, text messages, websites, video games. And of course, client comments like "we have to say we're friendly in the copy."
With all these words make sure yours are good. And make sure you reward your reader for reading yours.