Do I keep it short, or not? The debate over long copy versus short copy.
Length of copy (how many words we use) is always a hot topic of conversation. Most of the evidence I’ve studied points to more words outperforming fewer words. This is particularly the case with technical offerings.
I think it boils down to piquing the interest of the reader and keeping their interest all the way through.
If they stop reading, it’s because they aren’t in the market for a product or service.
Building upon these points, what is it about long copy that makes it more successful in sales and marketing?
According to a study by Copywriter Collective, it has a lot to do with building a relationship with the reader first and asking for his business second. Here is what they found:
Long copy gives us more opportunity in which to build trust and credibility. #
Plus, it affords us the time to make the case that our solution is the answer to our reader’s problem. We also have more opportunities to answer more of our reader’s questions and diffuse more of their objections, so they feel less anxiety about doing business with us.
Long copy is good for SEO. #
In the online world, as long as our copy is informative and engaging, Google will help drive more organic traffic to our pages with higher web page rankings – good for SEO.
Test interest with more detail. #
A more detailed approach allows us to test the depth of interest among our readers. Unfortunately, not every reader is our ideal customer. If they aren’t sufficiently qualified to buy our product or service, they won’t read the copy—no matter how long or short it is.
Fewer misunderstandings. #
Long copy reduces the risk of misunderstandings that lead to dissatisfaction.
Long copy pleases more readers. #
Well formatted long copy—with subheads, bullets, and side bars—satisfies both types of readers. Those who prefer to skim to gauge relevancy, and those that want all the specifics.
Some old-fashioned wisdom #
At the heart of the debate, though is this wonderful, long-standing quote from Leo Burnett, American advertising executive and the founder of Leo Burnett Company, Inc
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Thank you for reading.
