I can’t count the number of times I’ve been told: “Why is your copy so long? … People are too busy to read today … They won’t read all that copy … Use bullets, pictures, and white space.”
The late Bill Jayme, one of the greatest copywriters of the 20th century (he wrote the classic “Do you close the bathroom door even when you’re the only one home?” for Psychology Today), disagrees.
“Pay little heed to talk about America becoming illiterate,” wrote Jayme.
“First off, unless you are selling reading courses, today’s illiterates are’t your market.
“Second, if cockroaches, fruitcakes, and opera can survive, so will the written word.”
But Jayme wrote this years ago, pre-Internet.
Do you agree that his advice still holds today … and that the ‘people don’t read’ crowd doesn’t know their anus from their elbow?
Or do you think reading is dead … and long copy doesn’t work as well as it used to any more?