Long copy essentially equates to "The more facts you tell, the more you sell." It's been tested extensively, more than a hundred years, in all kinds of advertis

Long copy essentially equates to "The more facts you tell, the more you sell." It's been tested extensively, more than a hundred years, in all kinds of advertising campaigns, from direct-mail to television (see an informercial and hear their super long copy). Direct response advertising shows in A/B tests that long copy always sells more than short copy. Effectively, this is because an advertisement's chance for success increases as the number of pertinent merchandise facts included in the advertisement increases. You reel them in with the headline and the picture, and then the body copy sells the product. Long copy assumes that you've got a half-sold prospect, with little to no time however, so you pack in your promise in there. The caveat is that if you want your long copy to be read, you must write it well. You won't hold many readers with those mushy statements of the obvious and vague promises. (This is it...You step back and think...) The worst sin here is that the copy has no contrast, no one wants to read white text on a light background. It's just tiring on the eyes. It's not that long copy isn't back (it always has and always will be), but that Apple really executed this terribly.