When I show some people my advertisements, I sometimes get the 
feedback: "I'd never read that. There's too much writing. It 
needs to be simpler, and cleaner."

But when the ads run... they invariably work.

Here's why?

Imagine you were stranded on a desert island... and 'the man 
upstairs' came down to speak with you. And said...

Due to unforeseen circumstances there's no way you will ever get 
off this island. However, I'll give you everything you need to 
survive. Beautiful, tasty, natural foods... plenty of water... 
great weather...

But there's one catch. You will be the only human alive on this 
island, apart from a partner you may choose from these 500 
letters.

Now imagine yourself opening up the letters. What would you be 
looking for. Remember, this is the only person you're going to be 
spending the rest of your life with.

Would you be happy with something like: Hi, I'm Susan. I've got 
black hair, brown eyes, and I like to party. I'm lots of fun, and 
people say I'm pretty.

Would you choose Susan? Or would you want to know EVERYTHING 
about this person including their personality, what they're 
looking for, their values, what they look like (perhaps a photo) 
what they enjoy, whether they have a criminal record, how old 
they are, how healthy they are and much, much, much more?

Bottom line is... if you're making a decision of such importance, 
you're going to want to know EVERY damned thing about them. In a 
nutshell... you're going to want…

LONG COPY (which is detailed, covers any concerns you may have 
and appeals to what you want). 

Think about it. You'd probably read 20 pages on the person if 
they were interesting enough. And then you'd go back over it and 
read it again - just to make sure you're choosing the right 
person.

And it's the same with 99% of products. You've got to tell people 
your full story if you want to convert them into customers.

So when should you stop? If you're not restricted by space (i.e. 
in ads as compared to sales letters) then you should keep writing 
until you've laid out your entire story.

Want proof? Look at mail order ads and sales letters. They are 
measured every time they run... and in many cases appear year 
after year. If they don't work - they get rid of them. What sort 
of copy do they use?

LONG COPY

Listen, when you advertise, you are like a salesperson's in a 
busy man's office. He may have tried over and over to organise 
a meeting. He may never be admitted again. This is the one 
opportunity to get a result, and he must employ it to the full.

LONG COPY does work better than short copy. But don't take my 
word for it. Test one ad or sales letter against the other... 
and see for yourself. 

Scott Bywater is a professional direct mail and direct response 
copywriter, and the author of Cash Flow Advertising. To get a 
complimentary copy of his special report '7 Ways To Increase 
Your Turnover... No Matter What The State Of The Economy' 
(valued at $29.95) just send a blank email to: 
report@copywritingthatsells.com.au or visit his 
web site at: http://www.copywritingthatsells.com.au