[Sigia-l] long copy vs short copy

[Boniface Lau]

> From: Eric Scheid
> 
> An interesting experiment: does long copy produce more sales than
> short copy?
> 
>    http://www.marketingexperiments.com/archives/long_vs_short.cfm
>

After suggesting that long is better than short, the article said:

LvS> KEY POINT: The long vs. short debate often overlooks the most
LvS> important factor when it comes to website copy: quality.
LvS> High-quality short copy will outperform poorly written long copy
LvS> every time. The best possible copy should be developed and tested
LvS> before you even begin to worry about the long vs. short debate.

Does that mean if the "best possible copy" is short, it should be
lengthened for no other purposes than to make it longer? I doubt it.

I suspect what really accounted for the test outcome was not copy
length, but the quality difference between the long and short copies.
For example, the long copy might have answered more of the users'
concerns than the short copy.

Length is the wrong focus. 


Boniface