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Dien --

We've used long and short copy on the web successfully. Our last long letter pulled well to computer users in the target audience.

The bottom line is to use as much space as necessarry to deliver the message. If it's boring and doesn't pull you along from section to section then it doesn't matter how long it is. By the same token if the person reading doesn't fit your target they aren't going to read and that's fine.

I remember one instance where our message was delivered with a single photograph. After that the "sales message" was a direct call to action. A long letter would have been able to deliver the info - but the photo in that instance said it all. The photo in question was of a flood in a South American country and a plea for help. Rather than take the time to describe the conditions we just used that photo.

Another instance involved a five-word headline. Again that was all it took to pull the target audience in to read the information we had which spanned many pages and was very detailed and involved. The click-thru response was high. In that instance we knew the total number of potential click-thrus and refinded the message till it hit in the high 90% range.

So a targeted message written to pull the potential reader along through the information and the lenght becomes less of an issue.

I'm sure Linda Caroll would have some good input here if she's lurking.

-- Dan Butler
The Naked PC


http://www.TheNakedPC.com/