A financial adviser was mailing a 2-page flier to invite people to his free investment workshops, which he uses to find prospects, a percentage of which become his clients after follow-up.
He hired a freelance copywriter to write a new mailer. But when the copy was put into a layout, it was 4 pages instead of 2.
When the financial adviser showed the 4-page mailer to a marketing expert in the investment niche, the guru told him it would not work because it was too long and people are in a hurry today.
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His conclusion: “When you are deciding what to do with the million dollars you plan to invest, you will find the time to read good long copy.”
So we know long works well in sales copy. But can it also work in content, where the prevailing belief has long been that no one reads long content and shorter is better? Joe Pulizzi, founder of the Content Marketing Institute, writes: “Long-form content is back. In some organizations’ blogs, we are seeing blog posts eclipse the 2,000-word mark on a frequent basis.”