Joseph Sugarman on Long Copy vs. Short Copy

From ~ Joseph Sugarman in Advertising Secrets of the Written Word, 1998
Copy should be long enough to cover the essentials but short enough to make it interesting. There is really no limit to how long copy should be if you get results. I am not trying to sell you on using long copy. I use short copy at times and sometimes very short indeed when the price points are low enough that short copy does the job. Copy should cause the reader to take the action you request. Do people read all that copy? Some do.

Posted: July 21, 2017 In: Wisdom from Advertising Greats

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