“The truth is, the unmotivated 95% won’t read short copy or long! So if you shorten your copy in a misguided attempt to get a higher readership among the unmotivated 95%, you’ll lose that unmotivated 95% anyway. But you will also deprive the motivated 5% of the longer sales copy they need to make a favorable decision. You will waste 100% of your money if you downsize your message to accommodate the unmotivated 95%.
“Write instead only to the motivated 5% and upsize your message to include everything your most motivated, eager-to-buy prospects want to know!”
– Gary Bencivenga, from his 29th Marketing Bullet