What’s One Marketing ‘Rule’ People Love to Break?
What’s One Marketing ‘Rule’ People Love to Break?
Let’s be honest: marketing is full of “rules.” Unspoken rules. Written-in-stone rules. Buzzword-laced commandments passed down from one campaign manager to the next. Everywhere you turn, there’s someone telling you how things should be done. But here’s the fun part—some of the most successful marketers are rule-breakers. And if there’s one marketing rule that gets broken the most (and often with surprisingly great results), it’s this little gem:
“Keep it short and sweet.”
Sound familiar?
You’ve probably heard it a thousand times. In emails. On landing pages. In social captions. The logic goes like this: people are busy, attention spans are shrinking, and you’ve got a few seconds to make your point before someone scrolls away forever. Makes sense, right? Well… not exactly.
Let’s take a closer look at this so-called golden rule and why marketers keep breaking it—and getting rewarded for it.
The Attention Span Myth We Keep Buying Into
There’s this stat that gets tossed around a lot, and you’ve definitely seen it: “Humans now have a shorter attention span than a goldfish.” Supposedly eight seconds. Less if you’re on TikTok. Sounds dramatic. But the truth is, attention spans haven’t disappeared. People still binge-watch Netflix series, dive into long podcasts, and read 3,000-word Reddit threads about the best wireless keyboard for productivity.
So what’s really going on?
It’s not that people can’t focus—it’s that they choose not to focus on boring content. If your message is flat, vague, or uninspired, no amount of brevity will save it. But if your content hits the right tone, tells a story, or solves a real problem? People will stick around. They’ll read. They’ll scroll. They’ll engage.
And that’s where long-form content, storytelling, and yes—even lengthy captions—start to shine.
When Breaking the Rule Actually Works
Let’s talk real examples. Because this isn’t just theory—it’s happening all the time in marketing that works.
Take email marketing. You’d think that short emails with a snappy CTA would perform best, right? But plenty of high-performing newsletters—like Ann Handley’s Total Annarchy or Morning Brew—break the rule on purpose. They write long, engaging, almost letter-style emails that feel personal, valuable, and dare I say… enjoyable to read. Those emails get opened, shared, and replied to—not because they’re short, but because they’re good.
Then there’s landing pages. Conventional wisdom says keep it concise, clean, and above the fold. But successful brands like ClickFunnels, Basecamp, or even Apple’s product pages build long, scrollable experiences. Why? Because each section serves a purpose: tackling objections, offering testimonials, diving into features. The length isn’t fluff—it’s fuel for conversion.
Even on social media, where everything is supposed to be bite-sized, longer content is thriving. LinkedIn is practically built on storytelling now. Posts with 5-7 paragraph captions often outperform short quippy one-liners. Why? Because we’re not just looking for content—we’re looking for connection.
Why We Love to Break the Rule
Here’s the simple truth: connection takes time. You can’t always build trust, explain value, and create a relationship in two sentences.
Sure, short content has its place. But if we’re always cutting ourselves off in the name of brevity, we lose depth. And in marketing, depth = trust. Trust = sales.
Breaking the “keep it short” rule doesn’t mean rambling. It means being intentional. When marketers break this rule well, they’re not being long-winded for the sake of it—they’re guiding a reader, leading with value, and delivering a richer, more complete experience.
That’s the secret: it’s not about how long something is. It’s about whether it earns the length.
The Real Rule: Be Long When It Counts
So maybe the real rule isn’t “keep it short.” Maybe it’s:
“Be as long as you need to be—no more, no less.”
If your audience needs context, give it to them. If they need to feel something, tell the story that will make them feel it. If they have doubts, speak to them directly—don’t assume one catchy headline will fix it all.
Write long when the story calls for it. When the explanation needs it. When the strategy benefits from it. But do it well. Use structure. Use flow. Respect your reader’s time, even when you’re asking them to spend more of it.
SEO Bonus: Google Actually Loves Longer Content
Now, if you’re wondering how this rule-breaking behaviour works for SEO, you’re in luck. Google tends to favor long-form content—assuming it’s valuable and well-organized.
Longer blogs allow you to go deeper into a topic, include more keyword variations, answer related questions, and keep visitors on your page longer (a positive signal to search engines). When done right, long content can hit all the sweet spots: relevance, authority, and engagement.
But remember: quality over quantity. A bloated 2,000-word post full of filler won’t help you rank. A focused, 1,000-word piece packed with insight? Much better.
Short Still Has a Place (It’s Just Not Every Place)
All of this said—it’s not a license to be long everywhere, all the time. There are definitely times where short and punchy wins the day.
Think ad copy. Headlines. Email subject lines. Video hooks. CTA buttons. In those moments, every word matters. The shorter and more impactful, the better. So the art of brevity still matters—it just isn’t the rule it’s made out to be.
It’s all about context. Know where you are, who you're speaking to, and what the moment calls for.
How to Know If You Should Break the Rule
If you’re wondering whether to lean into long-form or keep it tight, here’s a simple gut check:
- Does your audience need more context? If yes, don’t be afraid to go long.
- Would a story make this more relatable? Then tell it.
- Is the message complex or nuanced? Then clarify it with examples.
- Can someone skim this and still get the value? Use subheadings and structure.
If the answer is yes to any of the above, break the rule—with purpose.
Final Thoughts: Marketing Isn’t One-Size-Fits-All
At the end of the day, marketing isn’t about following every rule in the playbook—it’s about knowing which rules to follow, which to bend, and which to throw out entirely.
So the next time someone on your team says, “That’s too long—no one will read it,” just smile and ask them:
“Is it too long? Or is it just not interesting enough yet?”
Because in the end, it’s not about length—it’s about impact.
And here at Intexm Media, we don’t just accept that idea—we live by it. We believe the best marketing isn’t always the most traditional. It’s the most effective. That means breaking the so-called rules when they no longer serve the audience or the outcome. Whether it’s a longer story, a bold campaign direction, or an unexpected format, we’re not afraid to go off-script—as long as it gets results.
Rules are great. But the results are better.
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