OUR HOUSE IS stuffed with story books. Some we can read in a few minutes, others take an hour or two. Guess which ones my children prefer? This preference for engagement runs deep in the human psyche. And it may go part of the way to explaining why long copy tends to work better than short copy. In fact, it’s been shown that the best copy can double your profits.
Now, many otherwise sane and rational people (you know, marketeers, business owners, people like that) get all huffy when advised that longer copy works better. Yet these are the same sane and rational people who want maximum ...
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