“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
**Update**
Not long ago, I recorded a Facebook Live video in my group, the Email Copywriting Corner, discussing a recent email marketing example of this principle. I share some specific performance numbers and what you may be to ascertain from them.
It’s a short video…about long(er) copy.