In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.” Gap Analysis is an immensely powerful selling technique. It’s also an important feature […]
Some people don’t mind hard-hitting copy, while others prefer newsy copy. Some people prefer long copy to get as much information as possible, others prefer short, brief, to-the-point copy. Some like drama, stories, and testimonials; others data, statistics, and facts. Does it all matter? Absolutely. What makes one style of copy more favorable than another? […]
Here’s a reprint of an answer I gave a student in another forum who asked: “Long copy? Or short copy?” 1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always outperforms short copy. Don’t be long for the sake of being long. […]