By Paul Tracy Sales letters come in many lengths, ranging from one page to several. Conventional copywriting wisdom holds that long copy most often will outperform short. The maxim is, "The more you tell, the more sell." Some copywriters have challenged this notion. They criticize much of the testing done on copywriting techniques. Testing for copywriting length is not a straightforward matter, they contend. Whenever copy length is varied, copy content should, of necessity, also vary. Therefore, controlling for just the variable of length is not possible. Not a Scientific Method The typical copywriting approach is to use the most successful direct mail copy
Paul Tracy Sales
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