An interesting discussion is going on in one of my favorite online forums, The Warriors Forum, about short copy winning over long copy. And the author of the thread cited a study he conducted, where he proved that shorter copy won over long copy.

Some people are screaming “heresy!” Others agreed.

Personally, I believe the study conducted is indeed valid because it makes sense. In this particular case, short copy was warranted for this particular market with this particular offer.

But is this true in all cases? When you look at his study closer, you realize that it lacks information about the variables involved, which makes the study, and its findings, a bit misleading.

Here’s what I mean.

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Michel: Yeah, doctors all ****. The question is what are those pills? Actually I can rep those weights 30 times and there is such a pill, but I didn’t get it from a Haitian woman. But I was just illustrating the correctness that, that people have lost the art of storytelling.

Gary: Well you just kept me riveted there, well, whenever you were telling me that. And that’s, it’s sort of what John Carlton says. If you were to sell something don’t think about selling it in a business room or something. Think about meeting your friend at a bar somewhere, just shooting the breeze, and, and, there’s a product that you have that you’re so excited about, what would you say to that person? Would you, you know, use this third person high falutin’ corporate speak or would you be personable and tell stories about it?

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Gary: No, I trained him. Actually, that’s not true. I did train him but he was really good by the time he got to me.

Michel: Well, this is an important question because as we do, Gary, and as many of the people who do write good copy do, is that they have swipe files and I have a cabinet that’s just absolutely -

Gary: Oh, man, stop. I got to stop you. I got to tell you a story.

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Gary: I want you to imagine that an ad was written by me. I mean it was just a brilliant ad… a brilliant headline… a brilliant copy. It just flowed, etc. and it was about knitting machines.

Now, I am guessing that most of the people on this call do not knit very often unless Rosie Greer is on the call. I do not think you knit very often and it would not make any difference how much skill I used to write that letter but let’s take another scenario.

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Michel Fortin: Gary you on?

Gary: Let’s roll.

Michel: Hey, Gary, welcome. Well folks, we’re gonna have a great call tonight. I think it’s going to be one of the calls that I would do, I’d be on if I was just an asserting copywriter because what we’re going to do tonight is talk about some of the most effective strategies, some of the most pressing questions that you have about writing an effective copy itself.

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Each call is about 2 hours long, and cut into 30-minute segments to download quicker. To listen immediately, simply click the “+” (plus) sign, then click the start button (the right arrow icon).

Read the rest or post a comment »

Each call is about 2 hours long, and cut into 30-minute segments to download quicker. To listen immediately, simply click the “+” (plus) sign, then click the start button (the right arrow icon).

Read the rest or post a comment »