The questions are being asked continually in marketing communication circles. Should your marketing content be copy heavy or copy light? Should your web pages be detailed with specifics, or should they just be a short series of buzz lines that are quick and easy to digest?
Some people are convinced the days of longer sales copy are a thing of the past because nobody reads anymore.
However, a lot of online marketers still make six figures each year using extensive landing page copy that sells the value of their products, while giving readers the comprehensive information they need to make intelligent buying decisions.
So what’s the correct answer to the raging question about whether you should go copy heavy or copy light? The truth is, there isn’t a single answer that’s correct. However, there are some basic factors to consider when you’re plotting your sales copy strategy.
The first thing to accept is that people still read. Actually, they read a lot. Especially when they want detailed information before they make a smart buying decision.
Long Live Longer Copy
During the past several years I’ve written sales landing page copy for multiple bestselling books that have been several pages in length. I’ve also written longer sales pages that have successfully sold numerous information products.
So copy heavy is still alive and doing quite well.
However, you must also consider the medium for which you are writing. For example, e-blasts compete with dozens of other e-mails that pile up in our inboxes daily. This makes it difficult to engage and hold the attention of readers.
So shorter e-blasts can increase the chances of your copy being read. The same can be said for mobile ads and social media posts where short copy is essential.
Be Sure About Your Purpose
You must also consider your marketing piece’s overall purpose. If you just want to generate no-obligation leads, you need only arouse the curiosity of your audience. This can mean less copy because you only have to say enough to get the preliminary interest of your prospects.
However, when you’re trying to generate direct sales (landing page example), your prospects expect to be presented with all the information they need to make an informed buying decision.
This will almost always require more copy than what is needed to simply generate a lead.
Your Key Takeaways
Forget the idea that long sales copy is dead. It isn’t. However, whether your copy is long or short, be precise with your writing style and make every word count.
Tell your audience everything they need to know so they are motivated to take the next action in your buying process—and then stop.
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