The 5th Deadly Communication Sin of Advertising is...
Loooooooooong Sales Copy
There is a controversy over this among the marketing gurus out there, but in my humble opinion, long sales copy only sells to men and, then, only when they are deeply interested in that subject. If you market to women, keep it brief! Most women are busy wearing many hats: wife, mother, housekeeper, baby sitter, teacher, medic, career woman... Most of the women I survey say that they don't have the time to read long, hype-y sales copy that doesn't reveal what they are selling until the very end. Most women like short and sweet ads that grab their attention and give them a way to find more information when they have the time to do so.
When I see a seemingly endless email or website with the typical white borders so that the sales copy is further elongated downward, my eyes get glassy and I develop a blank stare with an urge to gain relief by clicking the delete button or X out of the landing page. Am I alone in this? I don't think so. I've talked to many women, moms, wahms and busy homeschoolers who say they just don't have the patience to read long sales copy and prefer to get, as Sgt. Friday used to say, "Just the facts, Ma'am!"
I don't think I'm the only one who doesn't even care to find out if it's something I vitally need before I gain freedom from having to read all those words, especially on a computer.
What say you? Do you like long sales or ad copy or does it make you wince? Do you think it's effective? Is it effective on YOU? Your husband? Anyone you know? Why do you think that is? Please share what you like or don't like about long sales or ad copy.
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