Then again maybe not.

Let me explain…

The company I do some freelance work with recently started testing video in place of long form sales copy.

The results have been amazing. By amazing I mean anywhere from 300% to as high as 2,100% more sales using video in an A/B split test.

So obviously, long copy is dead right?

Wrong!

Get this, the copy is nearly identical and the videos take 20 minutes to sit through just to get to the offer.

In other words, the long copy still works it just works in another medium.

It really shouldn’t be a surprise, should it?

After all, a 2 minute infomercial will routinely outsell a 30 second spot… and a 30 minutes spot will for many products outsell the two minute spot.

Here’s why long copy and now long video work:

“Some say, ‘Be very brief. People will read [watch] but little.’ Would you say that to a salesman? With a prospect standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap.” ~ Claude Hopkins chapter 2 Scientific Advertising

By the way, there’s a guy online selling the idea that the long copy sales letter is dead and that video is where you have to be.

Perhaps, but this same guru recently advertised that he was looking for… wait for it… Long Copy copywriters for his own business.

Hmmmm. Now that’s interesting.

Your thoughts?

As a direct response copywriter, I’ve always been told long copy is better than short copy. And I think for the most part that’s true.

But are there times when a a well designed ad might be even better?

Here’s why I ask…

I was driving back from a long 4th of July weekend. We stopped at our usual Pilot Travel Center to top off with fuel, grab a cup of coffee and empty the last drink from two hours earlier.

While there, I picked up an issue of  “Trucker’s News”. I wanted to see if there were any ads that I could haul away for use in my swipe file.

So as I flipped through, I just waited to see if anything would catch my eye.

THEN BAMM!

Out of nowhere, a strange almost comical ad did indeed grab my attention.

Now understand, I am not the target market for this magazine so I’m not saying this is the best ad in the magazine.

But, have a look:

Short Copy That Grabs Attention

What’s your first thought?

Personally I think they do a lot of things right in this ad.

The very relevant photo, the red circle, the torn look on the ad, the emotional headline of the ad, even a call to action to visit the website or call.

All very well done.

Sure, there could be a free report… something like “7 questions You Must  Ask BEFORE you sign another Team driving contract.”

But this makes me want to look at the website – so I did.

Once on the website, the first thing that caught my eye was a $5,000 bonus for Team drivers. That’s pretty strong if this ad spoke to you.

I don’t know the success of this ad, but I am willing to bet it was pretty good.

I’d love to hear what you think, Leave me a comment below