Can Long Copy On The Net Work

Basically: if it's interesting copy, well written copy, heck,

internet copy, yes. It can work.

Popular knowledge says long text doesn't work on the net. I

disagree. If used properly, it can be very effective.

Have you ever kept reading on a webpage, and been

disappointed there wasn't any more?

How not to do it

Long text as used in newspapers or

books indeed doesn't work on the net. I think most of you will

agree with me on that. On the other hand, on some sites

text is just too short, and to read more you need to keep

going to new pages (to show more ads?), which can be

pretty frustrating.

I think if you follow the

rules

for internet writing

(make it

scannable, conclusions first, good subtitles, one idea per

paragraph and so on), long texts can work pretty well. Have

a look at selfpromotion.com --

it's all text, and although it's

not perfect, it keeps you reading (me at least).

So how to do it

A few more rules that work for me:

1. keep rewriting

   Most writers know this, but if you're an

   average Joe like me, this is rule number one. After writing
   something, let it be for a day and rewrite thoroughly. And
   then rewrite again. And spellcheck. If you can, have
   somebody read it (editor).

   I think the main problem for content on the web these days

   is that people don't work hard enough on their copy (yes,
   that includes me).

2. conclusion first!
   Put your conclusion first. There can be
   no laps of interest (where a reader looses interest) in your
   article, or they'll loose appetite and start clicking. So put
   the
   juicy stuff first, and keep feeding them. (I'm gonna end this
   eating metaphor right here before it gets out of hand.)

   Will they still wanna read on if you give them the good stuff

   right away? I think they will. If you give them something
   really good, people will want to know more about it.

   And put content on that page! I'm always amazed by how

   many sites want you to click 2 or 3 times before getting to
   the good stuff. Content on the homepage!

Further reading

Have a look at

string of pearls. It kind of

disagrees with all I said here, but I find it very

interesting.

And useit.com has a classic on

How

people read on the web.

What do you think? Can long copy really work? Does

everything HAVE to be divided into lots of sub-pages? Why

not just throw it all on one page? Or should it be serial, like

the string of pearls pages?