Whilst I agree that a one liner teaser page is not good, I will disagree about "It’s a myth that people don’t read long copy. Of course they do."<p>They really don't. But the article is misleading, because the 'long copy' example provided, the highrise teaser page, is not an example of long copy. It's a well formatted bunch of meaningful information, strategically designed and placed carefully (flow) that keeps enticing users to read more of it.<p>It's a well documented fact that people DO NOT read long boring paragraphs. They DO, however, read highly entertaining webpages with a fairly big copy so as long as it breathes and attracts them.<p>So to wrap up, yes write more than a sentence, no don't write a book. Instead, carefully craft sentences to entice potential customers to turn into real future customers.