The more facts you tell, the more you sell

I believe in facts. Proven, raw data. 

Which phrase would you believe more?

Table for two. The experience you’ll remember.

63% of people leave the restaurant with a bad taste. 98% of our clients have left a 5 star review. And that’s a fact.

I know I would be more inclined to go for the second option, since they dared to put up raw numbers, they must know what they’re talking about. They must have done their homework.

Of course, one could argue that a lot of people do this blindly and don’t know what they’re talking about. Sure, they could, in an Instagram post, in a story maybe. But when you put it out there on your website, as the main promise for you brand, I doubt it’s not backed up by at least one in-house study.

All I’m saying is that at least is worth a shot of you going and finding out for yourself.

Whereas the first one…

Well, anyone can write a resonant-sounding phrase.

The thing is, this type of copy sells as well. Just that I would use it for an exclusive, luxurious brand that is already established. When you read that, and you see the brand, you trust it.

When your brand’s head has come out with just its tip, the prospect might have a hard time believing it.

The second most impactful thing I want to write about here is that longer copy sells more in the detriment of short copy.

Again – not valid for well-established brands.

When we’re talking about a digital crash course for example, which is the main monetization method of this era for digital creators, you need a full squeeze page, giving the reader tons of reasons not to doubt your capabilities.

And even then, most of them flake when they arrive at the checkout page.

With a long copy, you have the most chances of selling. 

The secret, like in everything else in life – when you’re trying too hard, you’re not hitting that sale.

I am no website expert, just giving my opinion based on my years of experience. Your landing page needs balance, and should look professional. Authoritative. White or nude background, with a dark colored, familiar and legible font.

Now you’re reading from a blog with black background and pink neon titles. You might think, are you practicing what you’re saying?

I believe it’s about balance. I don’t have huge headlines that scream look here; my home page is not packed with 10 things that should convince you that I’m the best thing since sliced bread and that I am the answer to a free life.

Just stating what I do, and how I can be of value – to me that’s normal.

I have seen landing pages with black background, and red and neon headlines, just like a casino, a cheap fashion shop or dark web page (not that I know how it looks like but I imagine). 

I have never turned back any faster from a page looking like that.

The copy should be authoritative, without displaying big phrases like “this course will land you your dream job” or “this course will bring a 6 figure income 100% guaranteed or your money back”. 

And a landing page full of customers reviews won’t help either. It’s so easy to make that up or even to pay people on Fiverr to talk about how great your course is.

What actually helps is, again, facts: link and previews to websites you help made, of your clients, or digital work made by them, or coming from your collaborations.

Eventually, anyone who exposes that and is all fake will be taken down at some point. 

This is an easy way to check the facts. See if there’s any mention of the crash course on the websites out there or the Instagram profiles mentioned.

Check the authority of the person making the course. Do they have a book out? Are they appearing in podcasts? Do they have a blog where they post regularly?

That’s how you know someone is taking their job seriously. If it’s just a rando from Instagram trying to get some clout, I don’t recommend it.

Am I saying getting free stuff is the best way?

Definitely no.

Free masterclasses or free group chats don’t give you any value. They are all made for the creators to gather more info about the people attending the masterclass or the group.

They are not for you, they are for them.

Rule of thumb: When something is free, you are the product.

I have found out about Charles Edwards and his long titled book – Copywriting Mastery: The Beginner’s Guide to Mastering the Power of Words for Profit. Learn the Secrets to Sell Anything to Anyone.

His legacy is simple but powerful: “Don’t write long copy. Write compelling copy – long enough to do the job.”

This has been backed up over the years by Ogilvy, the father of marketing mastering, who also wrote in his book On Advertising – that long form copy sells way more than short form.

Here’s a list of all the reasons long copy matters, according to Charles Edwards.

1. Long copy builds trust.

Edwards argued that people buy when they have enough information. Short copy might grab attention, but it often doesn’t answer all the reader’s questions. Long copy gives space to overcome objections, explain benefits, and tell stories – all essential to closing the sale.

2. The reader, not the writer, decides how much is “too much.”

If the content is relevant and engaging, people will keep reading. Edwards emphasized that length isn’t the problem – boredom is. Good long copy keeps the reader interested from start to finish.

3. Every element must earn its place.

While he defended long copy, Edwards was clear that every word must work hard. Rambling or fluff kills sales. Effective long copy is structured, persuasive, and focused on value, not vanity.

4. More space = more persuasive techniques.

Long copy allows the writer to include testimonials, proof, guarantees, comparisons, storytelling, and urgency triggers. These are tools that short copy rarely has room for.

5. “Buyers are readers.”

Perhaps his most quoted line, Edwards believed that the more someone reads, the more likely they are to buy – as long as the copy stays relevant and compelling.

If you still have doubts, make a simple test in ads, and leave a comment with the result! I would love to see your raw facts!