When it comes to audio advertising; how many words are too many? On this episode of Voiceworks: Sound Business, Jim Salveson talks to Jason Brownlee of Colour Text who has just published new research that proves that adding too many words to your ad copy can actually impede its effectiveness. Jason digs down into the data, shares some brilliant insight that in invaluable to advertisers and creatives and shares some practical tips on how to make your audio ads perform better. To read the full white paper "Word Count Matters" head to the colour text website:: https://colourtext.com/workspace/files/word-count-matters-in-audio-whitepaper.pdf The data sources mentioned by Jason as as follows: Data source 1 - Audiotrack: https://audiotrack.co.uk Data Source 2 - Big Audio Data Mine: https://www.radiocentre.org/research/big-audio-datamine/ and further reading comes from this interesting scientific paper about the limits of human speech-based communication: https://www.science.org/doi/10.1126/sciadv.aaw2594  If you are interested in audio advertising then some previous Sound Business episodes of interest are: Further listening! Great Sound Business episodes for those with an interest in audio advertising... Making Digital Audio Work Harder For Brands: https://pod.fo/e/16c40c Working Out What Works (Tracking and Attribution): https://pod.fo/e/1249e8 The Psychology of Sound: https://pod.fo/e/10c181 If you would like to speak to the Voiceworks team about your audio strategy head to voiceworks.ai Learn more about your ad choices. Visit podcastchoices.com/adchoices