Is Long Copy Making a Comeback in B-to-B Content?
Early in my career, I wrote a brochure on a technical product. The client’s graphic designer randomly — or so it seemed to me — crossed out 90 percent of my copy, saying the layout needed lots of white space.
“Nobody reads the copy, anyway,” he said to me in an attempt to impart what he thought was his marketing wisdom.
“If that’s the case,” I said brightly, “why not just print a brochure with blank pages?”
Obviously, the notion that no one reads copy is an extremely wrong one.
But
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