I recently ran an Adwords split-test where the only difference in the ads was the 2nd line of text: Ad #1: “40 years experience. Call today” Ad #2: “39 years experience. Call today” The first ad got a 2.50% click rate. The second was clicked on 4.42% of the time. Read more…
“People don’t like to read”
“People have short attention spans”
“People don’t scroll”
“You need to keep it short, no-one’s going to read ALL that.”
These are the things you’ll hear when the subject of long copy comes up.
Yet, at the same time, direct marketers – people who measure the response to their sales messages – say things like this:
“As a rule, good long copy will always beat good short copy.” (Drayton Bird)
So who is right?
Long Copy Put To The Test
A couple of months ago, I wrote a long copy version of a client’s sales page. This longer version had 1089 words, compared to the existing version’s 360.
Unsurprisingly, there was some resistance (more…)
Money Week recently put out a package with the headline, “The next time these two lines cross – Britain goes bust” and, under the headline, there was a chart. You can see it here: http://pro.moneyweek.com/myk-eob-tpr-cut/EMYKP754/ I have some comments to make: #1: I think the combination of headline and chart is Read more…
I saw this headline on the September 2013 UK edition of ‘Marie Claire’. Isn’t it great? Unfortunately, I don’t have the answer. But, instead, I’m going to break down this headline to show why it’s so good. #1: “Work” – if you look at the headlines on the covers of Read more…