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If you have been marketing - either on or offline - for any amount of time, you have probably encountered the long copy versus short copy argument. Many marketers argue that long copy pulls much better than short copy, whether in direct mail or on the internet.
But on the internet, attention spans are extremely fragile. Web surfers are looking for immediate gratification. Do they really want to stick around and read a gazillion word sales letter? Does long copy outperform short copy, even on the internet?
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