Do not assume that no one likes to read long copy. The numbers prove otherwise.
An ad is a virtual salesperson. Successful salespeople take the time to explain features and benefits, and to ask for the sale. They NEVER utter a few quick bullets and then walk away.
It IS true that no one reads irrelevant fluff. Nor will anyone pore over 500 words of copy before buying, say, a Bic pen. But people who are thinking about spending a large amount on a product they care about will gladly devour useful information.
—Steve Cuno
An ad is a virtual salesperson. Successful salespeople take the time to explain features and benefits, and to ask for the sale. They NEVER utter a few quick bullets and then walk away.
It IS true that no one reads irrelevant fluff. Nor will anyone pore over 500 words of copy before buying, say, a Bic pen. But people who are thinking about spending a large amount on a product they care about will gladly devour useful information.
—Steve Cuno
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