Rensch in the WorksHow important is body copy?If you have to ask, ask a pro.A great headline catches the eye and the mind. But it doesn't close the sale. That's the function of body copy.Copy can be long, or short. It depends on the sales situation, the medium, your audience, the product or service, space available, competitive factors, product personality, and much more. Don't fall for the plea that long copy is always too long. Advertising copy should be as long as necessary, no longer. (Or, as the King advised Alice in Wonderland, "Begin at the beginning, and go on till you come to the end, then stop.") Avoid wordiness, puffery and redundancy.* But include whatever copy points are necessary to make the Call To Action seem like common sense.
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