Wasting Money on Short Copy 2

“It is simply common sense that the more of your story you can force your prospects to read , the more thoroughly you can sell him. To attempt to do the same selling job in ten words, instead of a hundred, or a thousand, is to shoot craps with your clients’ money. You might as well buy only enough space to print your headline, and use the rest of the budget for repeat insertions.”

– Eugene Schwartz, Breakthrough Advertising


Leave a Comment