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  1. Hi Rishi,

    I certainly agree that copy should be written with a point in mind. Every word must carry its weight. But all the copy testing I have run for email marketing has shown that long copy always outsells short copy. (Not simply usually, but in every case). I have shared this observation over the years with some professional direct marketers at the top of their industry and they concur.

    My theory as to why long copy always outsells shorter copy (and it is only a theory) is this: A genuine prospect is interested in the subject area in which you make your offer and will read a lot. He or she gets value from the additional information and is even excited to be thinking about a subject he or she cares about. The uninterested prospect stops reading as soon as he or she knows what is being talked about.

    The uninterested prospect does not become interested because the copy is short and the interested prospect does not become uninterested because the copy is long. With respect to the interested prospect, quite the opposite appears to be true. The interested prospect sticks with the copy and becomes increasingly warm to the offer. I place CTA buttons in my long form emails and always track which CTA button the reader clicks. Most read to the end or very nearly to the end.

    All of this is not to say the long copy works better simply because it is long. The long copy has to be compelling. But an accomplished copywriter can keep the attention of an interested prospect for thousands of words. And along the way, in all of those words, will pitch every benefit, beginning with the most compelling and working his or her way down to the least compelling. If the prospect is still reading, and every indication is that the interested prospect will be, why not sell all the benefits?

    Thanks for the newsletter and have a great week!


    1. Post

      Hi, Jerry.

      I couldn’t agree more. If you visit my homepage ( you’ll exactly how much I agree with you.

      The most valuable thing I own is a reprint of an 1897 Sears catalog and it has a lot of long-form copy.

      In fact, I remember from our chat about the long-form emails you would send at Branders.

      I just really liked this Lighter Capital example because they got to the heart of their USP.

      But I love long copy. —Rishi

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