Last month a new Stephen King book was published by Charles Scribner’s Sons. It’s called Duma Key: A Novel.

Duma Key: A Novel is the story of Edgar Freemantle and his recovery from the terrible nightmare-inducing accident that stole his arm and ended his marriage.

Care to predict whether this will be a profitable book?

But wait… it’s 592 pages long.

Do Stephen King fans find hundreds of pages intimidating?

It appears not. 50 of his novels have reached bestseller status. Enough fans buy his books to make his net worth over $200,000,000.

And yet, its a safe bet that someone in his past said “This is too long. Nobody will read this many pages.

Obviously, people who enjoy King aren’t concerned with the word count. And (critical point here) the opinions of non-fans DON’T MATTER.

So, what’s the marketing parallel?

People who aren’t in the market for what you sell don’t get an opinion in how long your advertising copy should be.

‘Nuff said.

Chuck McKay is a marketing consultant who works with professional practices and owner operated businesses. Questions about optimal copy length may be directed to