The question is as old as the craft of sales writing. Should your copy be long and detailed or short and sweet?
Some people swear the days of long sales copy have died and gone away because they believe nobody reads anymore (which would explain why Amazon sells so many Kindles).
However, a lot of online marketers make six figures a year using lengthy landing page copy that gives visitors all the information they need to make an informed buying decision.
So what’s the answer? The truth is, there is no one correct answer to this question, but there are several things to consider.
Your first consideration is the product about which you’re creating marketing materials. Some products have more features and benefits than others. Writing for a complex software application will typically require more copy than writing about toothpaste or soft drinks.
The simple rule being: the more complex your product, the more copy required to describe and sell it.
Your second consideration is the medium for which you are writing. E-blasts compete with hundreds of other e-mails that fill our inboxes daily. This makes it harder to grab and hold the attention of readers, so writing shorter e-blasts increases the chances of your copy being read. The same can be said for mobile ads where short copy is a must.
On the other hand, web site landing pages give you a chance to stretch out a bit. People expect to find out everything they need to know about a product on a sales landing page.
If they have clicked through your e-blast to your landing page it means they’re interested in your product—so don’t be afraid to give them enough information to make a buying decision (a great offer helps too!).
This brings us to the next key point, which is to consider the purpose of your marketing piece. If you’re trying to generate no-obligation leads, you need only peak the curiosity of your audience. This means less copy.
If you’re trying to generate direct sales (landing page example), you must provide all the information your audience needs to make a buying decision. This normally requires more copy than generating a lead.
All of these guidelines are merely that—guidelines. There are no hard and fast rules when choosing the length of your copy.
Here’s your key takeaway. Whether your copy is long or short, be concise and don’t waste words. Tell your audience everything they need to know and then stop.
If you find these tips helpful, share them with your crowd!
Until next time, set your intentions, develop a deep belief that you deserve success, and take a lot of inspired actions!