Actually... it's the EXACT opposite of that. Think about it. Who is going to read a 10... 20... 30 page letter. Someone one the lower half of the bell curve

Actually... it's the EXACT opposite of that. Think about it. Who is going to read a 10... 20... 30 page letter. Someone one the lower half of the bell curve who can hardly string a sentence together, or someone who likes to read and is therefore (usually) more intelligent? I personally use long copy to get clients who own MULTI-million dollar businesses. Do you think they're on the lower half of the bell curve? Nope :) If I didn't use long copy to them... how could I show them how different I was? How could I display my USP? How could I talk about my guarantee? How could I get in touch with them emotionally so they pick up the phone and call? Short answer - I wouldn't be able to.