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It really depends on the media on where you sales copy will be. If it's a magazine, newspaper, flyer then long copy usually can work to your advantage. If it's email, ads, promos then a short teaser with a reference where to get more information works best.
I get several requests by my clients to send out monthly email newsletters. Before we used to send a "long copy" email and most people would ignore the emails. But now we send out a "short teaser" email that just highlights the offer with a link to the "long copy/details" of the offer and we have seen a much higher return.
The way I see it is that YES it's an extra step to get to the REAL information BUT those people clicking to the EXTRA step are much more willing to buy than those who don't. Not only that it help ME as the "marketing firm" to give my clients some additional information like.
We sent out 1000 emails. 50 of them clicked on the more info and only 1 bought. What went wrong? Do you see where I'm going with this?
imaginemn
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