October 29th, 2014
Last week, I wireframed a client’s new home page. He reviewed it over the weekend and, today, asked what I plan to put ‘below the fold’. My answer: “Nothing. I don’t think you should use a long home page.” Why? Well first, let me clarify what ‘below the fold’ means… Before I explain the above answer, here’s […]Read more...
April 13th, 2013
Last week, I read an interesting article by Neil Patel on the long versus short copy issue. It allegedly shows long copy out-performing short. On the face of it, it looks fairly compelling, but if you keep your thinking cap on when you’re reading it, you’ll see it’s actually quite weak. It shows us more […]Read more...
September 15th, 2009
You know ‘hype’ copy when you see it. And not just because it’s usually underlined, fluro-highlighted and thrust in your face! But avoiding hype in your own sales copy isn’t such a simple matter. There are a variety of copy ‘techniques’ used (or, at least, unintentionally present) in hype copy that make it hype. This […]Read more...
April 7th, 2009
I’ve written on the subject of long versus short copy before. At length (if you’ll pardon the terrible pun – it’s my blog, whatdyagonnadoaboutit?!). So I won’t go on about it here. Suffice to say that I think it’s horses for courses, and that long copy works well for some audiences and not for others. […]Read more...
March 20th, 2009
What is the ‘Inverted Pyramid’ approach to copywriting? Paul Jones (director of Magneto Copywriting Training, and a guy who knows his stuff) published a very nice blog post today, about the ‘inverted pyramid’ approach to copywriting. You can read the details at his blog, but the essence of the inverted pyramid approach is that you […]Read more...
January 15th, 2009
I swore I wouldn’t write this post. But I couldn’t help myself. There’s just too much misinformation going around about the virtues of long copy over short (and, of course, of short copy over long). So in a likely vain attempt to settle this pointless argument once and for all, I’m gonna put in my 2 cents worth. Then I’ll shut up!Read more...