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Sales Copy - Longer or Shorter?

What length of sales copy do you prefer longer or shorter? - by Seth
Check this ad out and tell me what you think - "They laughed when I sat down at the piano, but when I started to play!" - by SalesGuy
Check this ad out and tell me what you think - "They laughed when I sat down at the piano, but when I started to play!"
That was one long ad. stcktng; - by Marcus
They don't write ads like they used to. ;bg - by Calvin
That maybe because we are all so busy that we dont have time to read such long prose. Everything these days is about speed and instant gratification. - by Julian
That was one long ad. stcktng;
Long and effective. thmbp2; - by Jolly Roger
People are bombarded with messages all day every day and they donít take notice because they filter things out.

IMO more imagination / creativity in order to catch their attention is the key. - by Tony Dunne
People are bombarded with messages all day every day and they donít take notice because they filter things out.

IMO more imagination / creativity in order to catch their attention is the key.
Yes filters are in play. The messages that capture attention and get noticed are the messages that are tied to the personal interests of the prospect. - by Liberty
sn; Longer. Vic Schwab explained in his How to Write A Good Advertisement that longer copy pulls more orders or inquiries. - by Wonderboy
sn; Longer. Vic Schwab explained in his How to Write A Good Advertisement that longer copy pulls more orders or inquiries.
Was there an overwhelming reason for this Wonderboy? I can see how longer copy would be a great qualifiier since only the people who are really interested would bother to read the entire ad. - by Liberty
Was there an overwhelming reason for this Wonderboy? I can see how longer copy would be a great qualifiier since only the people who are really interested would bother to read the entire ad.
An ad's headline is a screener. The (well-written) body, as you suggested, is mainly to build interest, desire and get action from the right audience (which the headline selects). - by Wonderboy
IMO - the Creativity in grabing the desired Demographic for your product is met when hit with frequency and creativity.

It is one thing having a longer however the frequency can be higher when you have a shorter Sales Copy providing that you have a direct hit with your desired audience. - by Snowboy
People who are truly interested will soak up as much information as possible before making the decision to buy. - by rogerbauer
People who are truly interested will soak up as much information as possible before making the decision to buy.
I agree Roger,
But also a short Sales Copy could spark the buyers interest to do their own research before making their buying decision. All Advertising is, is getting the customer/client interested. - by Snowboy
Be a customer for a second. Imagine that you are interested in a particular product or service. What would you want to know about it in order to be satisified and able to make a decision? If it is something you are definitely interested in then you would want to know . . . . . everything there was to know. That sounds like long copy to me. - by helisell
I thought this thread was about sales copy not ad copy. There are various selling tools that require copy. Sure there are ads but there are also brochures, info sheets, emails, direct mail pieces, websites, etc. Generally you want to get to the point depending on what type of medium you are working on.

I like to take a layered approach where I provide a bit of information at a time and always having them interested for more info. Different customers require different amounts of information to make their purchase decisions.

As a rule of thumb use the least amount of text to get the job done and where you can use pictures/diagrams/charts so convey the same information graphically as opposed to verbally. - by Andrea
I believe the rule goes that long copy works better than short copy every time and short copy works better than no copy every time.

When someone writes a 32 page sales letter for a product, for example, they are covering all the bases. Not everyone will sit there and read all 32 pages (99% of people won't!), but you have to cover all your bases by making sure you give plenty of details to be able to satisfy your prospects. Some people want a good story telling the emotional benefits. Some people want to focus on the numbers and how X product will change their lives. You have to understand also that the more expensive a product is, the more attention and care needs to be taken in the sales process.