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Can you use long copy for selling soda?
Most people love to question the use of long copy. "It's not needed" - - "no one will read all of that" - - you can do the same job without all the words", etc. All untrue. How do I know that? Facts. Based on a hundred years of measurable,scientifically proven tests. The results of the tests? Long copy will always out performshort. A 4 page letter will outperform a 2 page. An 8 pagewill out perform a 4 page... and so on. Here is an example from 1923... selling of all things...soda. Written by George Cecil Headline: "Down From Canada Came Tales Of a Wonderful Beverage" the subhead and intro... How Canada's famous old ginger ale was brought to this country and adopted by New York's most exclusive clubs, restaurants and hotels. Now sold in this city.For years and years, visitors to Canada have come back with tales of a wonderful ginger ale. They described its exquisite flavor- - they told of drinking it in the Houses of Parliament in Ottawa, in the residence of the Governor-General, and in the Royal Canadian Yacht Club. and on the story goes... for a whopping 700 WORDS (or so) intotal! SELLING A SODA! So... did it work? THE FACTS: First day after the first ad ran = 500 CASES sold.In 30 days - plant working overtime.In 90 days it was 300% OVERSOLDIn 1923 the orders were 5-10 TIMES the capacity of the plantA new plant was built designed to fit "all futurerequirements"In January of 1924 they sold MORE THAN ALL OF 1923 Long copy - selling a soda drink. Yes it worked. To say the least. And yes, it WILL work for you when you find the rightmessage. Tell that story in a compelling way.