I'm not a personal fan of "long copy" sales letters that I believe are a hallmark of Dan Kennedy proselytes, that go on and on and on. It's my personal belief that this type of sales copy is ineffective, yet I see a large majority of marketers churning out long sales copy like they have nothing better to do than write copy all day long in their attempts to hook new customers.
I own a brick and border business and I write the sales copy myself, the longest sales letter is on the front page of my insurance web site including only 1 real testimonial.
To me I'm inundated with marketers attempting to sell me products and services each week and half if not more are the inevitable 5-12 page Dan Kennedy type of letters. I read the headline and skip to the end to see the offer and don't even bother wasting time reading the fluff in the middle.
Here's my theory on why long sales letters are a complete waste of time in our day:
Business owners are super busy, so your sales message needs to be concise and to the point. As some one mentioned previously if you don't "hook" them immediately they will spit out the bait and swim after other tasty morsels.
What do you all think? Long sales letter copy thumbs up, or thumbs own?