The Long and Short of the Long Copy vs. Short Copy Debate
Next to "Why can’t we use postcards?" the most frequent question I get from relative newcomers to direct marketing is "Why is the copy so long?"
This question is invariably followed by "People don't read anymore" and then by "Don't you know we're in the age of Instant Messaging and YouTube University?"
Oh yes, people do read, and I'm not talking about James Patterson or Harry Potter novels. Get yourself on the mailing lists — email or snail mail — for either Agora Publishing or Phillips Publishing. Look at the email efforts they send out. For their investment divisions, both still are using emails that take you five minutes to scroll. Their letters? They're 12, 16 or 20 pages long.
