It seems counter-intuitive, but it’s true!
Avoid short copy. It kills response!
That’s right! Long copy usually produces better responses. But I do believe something in the copy must be short.
In fact, many direct response copywriters make a vital blunder in starting copy on a direct mail letter, email, ad, or website with a long first sentence.

Long copy or short copy? (Credit:

This DR copy rule can increase your response: Keep the first sentence and paragraph of your copy short
Remember: your reader will form an instant impression of your letter by reading the first sentence, so keep it short.
A short opening makes the copy more inviting and easier to read. Psychologically, it helps with connecting to your prospect. It becomes less intimidating and more inviting.
Check your marketing copy now. Do you need to shorten it?
Does your direct marketing campaign need help? Call me at (310) 212-5727 or email me at