Copywriting master puts a major dilemma to sleep!
In one of my posts I wrote about long copy vs short copy. If you’re still not sure how long your ads and sales letters should be then the following quote might help. In his copywriting classic titled Tested Advertising Methods master copywriter, John Caples, says:
Put your detailed message into small print. In this way you accomplish two things:
1) You get a brief message across to glancers with your headline and subheads.
2) You give a complete message in small print to the person who is sufficiently interested in your product to read about it.”
Wise words.
Keep in mind people will only read your sales copy if your headline has hooked their attention. So, your headline needs to be good. If it fails to trigger interest in your reader to keep reading, then no amount of copy – short or long – will make a difference.
