A false assumption often prevents it.

Unfortunately, there's a common belief among the business community that people won't read a lot of copy.

I agree ...

But my reason has little to do with reading habits.

My goal when writing marketing materials is to pull in prospects -- not people -- to read the copy.

And there's a big difference between the two.

Prospects are already interested in what you offer (most people could care less) and will read as long as they feel there's a reason to keep going. That's why it's crucial your copy talks directly to prospects and includes the big benefits they desire.

Prospects also want as much information as possible before responding to your call to action. If you don't address their problems or concerns, then you lost your chance at developing a relationship ... and, ultimately, a sale.

So go ahead and let your competition continue believing long copy doesn't work. You'll take the sales they miss because you communicate more.

Check out this excerpt from Chapter 2 of Claude Hopkins' book "Scientific Advertising" (written in 1923). The findings from his meticulous research on reader response in advertisements are still referenced today.

"Some say, 'Be very brief. People will read but little.' Would you say that to a salesman? With the prospect standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap.

So in advertising. The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short. Consider them as prospects, standing before you, seeking for information. Give them enough to get action."

Sincerely,

Tom

P.S. I recently recorded a short video that walks you through 2 tricks for discovering what your prospects want. The second technique is brand new and something I guarantee you won't see anywhere else. Click the following link to find out these 2 little-known tricks: http://www.writewaysolutions.com/blog/363/2-tricks-for-discovering-what-your-prospects-want/.