As long as you are training somewhere near a failure point, then you will get near maximum results.
Does this mean you need to go super heavy? No! You can even train light. As long as you go to near failure (to the point where you couldn't do another rep even if you tried).
Now if that failure point for you is 35 reps, then maybe the weight is just a bit too light. Best to make the failure point no more than 20 reps maximum to avoid training just your endurence instead of your muscle growth/size.
Happy Training, Heroes!