Wot's... Uh The Deal (Vijai)
| |
What an amazing post Steve. It would make great training material.
At an interview a couple of years ago, I was asked why a certain direct mailer of mine had so much copy. To which I replied, that the service offering was of a high value and would have required substantial reasons for a customer to subscribe to it. The guy interviewing me said that he felt the copy was too much and no one would read it. And he added that such lengthy copy should never be used, anywhere. Although I passed up on that offer because the remuneration was not to my liking, I had already made up my mind against considering the position!
Just to add to what you have mentioned, I'd like to say that if you cannot do away with long copy, at least break it up into parts. And no better example than your own post. Although it is long (high word count), it is easy to read as it is broken into paragraphs. So even if one were to skim through, the first few words of each paragraph have enough potential to either supply a gist or intrigue the reader into reading the entire text again.
If you can get the reader to read your copy twice, I would consider it a roaring success.
Once again, great post Steve.Private Reply to Wot's... Uh The Deal (Vijai) (new win) |
