Lengthy Direct Mail Copy: To Be or Not to Be?
A few nights ago when I couldn’t sleep, I was flipping channels between the Royal Shakespeare Company production of “Hamlet” on PBS and Home Shopping Network. (Yeah, I go to extremes.)
I became fascinated with the length of time the presenter had to talk about the group of pocketbooks being offered. The amount of detail she had to enthusiastically give about the bags to consume airtime swung back and forth between silly and poetic.
It got me wondering if TV shopping and infomercials were the last bastion of lengthy direct marketing copy. After all, you can’t get verbose in a tweet, a text or even an e-mail. Or
