“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…)