For as long as I can remember, there has been an ongoing debate about long copy versus short copy in direct response marketing.

A recent test result revealed the usual winner in this debate.

Remember that in direct response marketing, it’s not about opinion … it’s about test results.

Who is it that’s always right? The marketplace.

The Test

Aetna’s HealthSpire tested short copy versus long copy on its landing page.

The winner?

It wasn’t even close. HealthSpire generated 638% more leads with the longer landing page.

Why?

As with any marketing test, we know the results, not the reason…

But good direct response copy that details the benefits, overcomes the objections and has a powerful Call to Action (CTA) will pull in more responses almost every time.