But don’t take my word for it…

I’m quoting the great David Ogilvy. He was speaking to a group of direct marketers when he said: “In print advertising, you know that long copy sells more than short copy.”

But he didn’t say WHY long copywriting sells better. So let me try picking up where he left off…

Long copy creates:

1. More INTEREST

If a prospect is interested in a subject, she enjoys reading about it. It’s an escape, an opportunity to fantasize.

2. More VALUE

Or, rather, perceived value.

Here’s a 50-page Italian cookbook.
Here’s a 250-page Italian cookbook.

Both books are the same price. Which one seems like the better value?

Psychologically, length implies strength.

3. More TIME

Good direct-response copy gets The Reader’s attention.

And it speaks to her problems, her needs.
And it overcomes her objections.
And it creates credibility, trust.
And it asks for the sale.

This all takes space to write out — and time to read.

P.S.

Ogilvy did, however, say WHERE long copy sells better: “In print advertising.”

So for example, a 500-word print ad in a trade publication should, in theory, have a higher conversion rate than a 50-word print ad in the same magazine.

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Hey there, thanks for reading. :)

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Enjoy!

Eddie Shleyner
VeryGoodCopy, founder

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Long copy sells more than short copy