Sales copy doesn't have to be lengthy. It won't cover every benefit and won't cover every objection. Consider that the initial sales copy on Khan Academy is six

Sales copy doesn't have to be lengthy. It won't cover every benefit and won't cover every objection. Consider that the initial sales copy on Khan Academy is six words: three for the benefit "Start learning now", and three to address what is apparently a main objection: "Completely free, forever." As another example of addressing an objection in a complicated product, there's 23andMe. They take a different approach and address what might be the main objection, privacy violations, all the way at the bottom of https://www.23andme.com/howitworks/ https://www.23andme.com/howitworks/ It'd be interesting to see the change in signups if they'd made a reference to the privacy protections at the top of their homepage.