[Sigia-l] RE: long copy vs short copy

[Todd Levy]

>An interesting experiment: does long copy produce more sales than short
>copy?

For an historical (20 year old) take on this topic do yourself a favor and 
buy the book "Ogilvy on Advertising."

<URL: http://tinyurl.com/42gnd >

Ogilvy proclaims that an ad that sells product is superior to an ad that 
wins awards. And an ad that has a half page or more of well written copy 
will sell more than an ad that doesn't.

The book is well written, informative, and even humorous. As one reviewer 
writes, "an oldie, but a goodie."

Enjoy,
TL

P.S. Ogilvy will also give you techniques for working with visual designers 
in a way that doesn't seem like you're just throwing around a bunch or 
restrictive rules such as "never set white text on black" or the like. Try 
his techniques and experience the synergy for yourself.