June 20th, 2009 by Bob Bly
In my 6/14/09 post, I invited a debate on which works best — long copy vs. short copy.
But superstar copywriter John Carlton doesn’t thinks there’s much of a debate to be had.
“If I woke up tomorrow and realized the universe had changed in such a way that a decent sales pitch no longer required persuasion, proof, credibility, offers, and all the other classic ingredients, I’d be the first one writing short copy,” writes John in Early to Rise (6/20/09).
John disputes the Web 2.0 evangelists, who claim that you can create sales with just a smidgen of copy here and there, like dabs of gray ink in the colorful wonder of an over-designed web page.
“I don’t write long copy because I like long copy,” asserts John. “I write long copy because that’s what works.”
His formula for writing effective long copy promotions:
1–Start at the beginning of your sales message.
2–Cover the points your prospect needs to hear to make a decision.
3–Urge him toward the right decision — to buy your product.
4–Close with panache.
“When you can do that in a few terse sentences or in a single, brief, whiz-bang video, let me know,” concludes John. “I’m not holding my breath.”
Do you want to let John know that you AGREE with him — and that, online and offline, long copy is still king, even in this era of online video, Twitter, YouTube, sound bytes, Susan Boyle, and child-like attention spans?
Or can you offer arguments and evidence to prove John wrong by showing that short copy sites, videos, and the like can sometimes clobber long copy?
What say you?
Source: Early to Rise, 6/20/09.
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