<b>"Long copy always outsells short copy." [DEPENDS]</b>

<b>"Long copy always outsells short copy." [DEPENDS]</b>

Direct-response legends preached it: more words, more selling, more objections crushed. The screenshots of 12,000-word sales letters became scripture.

The boring truth: copy length should match decision complexity and intent temperature. A high-intent visitor who already googled your exact product wants the price and the button — wall them with 6 sections and you add friction. A cold, skeptical, high-ticket buyer needs the long argument.

Length isn't a lever you pull for lift. It's a function of how much doubt stands between the click and the purchase.

What the advice skipped: measure scroll depth by source. The same long page can win on cold traffic and lose on brand search.