Marketing Research

6 November, 2013

Copywriting

Meclabs quarterly research digest is hot off the presses and a can’t miss for anyone who does anything online. The PDF is over 200 pages featuring pearls of wisdom gleaned from scientific testing. Most interesting to me are those tests measuring long versus short copy. And, no, shorter isn’t automatically better. In fact, Meclabs has actually developed a graph that shows you when copy may need to be longer and when it ought to be shorter. Plot points are laid out on a field bounded by axes labeled “Nature of the Offer” (including simple impulse and complex impulse) and “Cost” including low commitment/low anxiety and high commitment/high anxiety. Gold…

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