Know-How Exchange : Copywriting

Matthew, my definition of "too much copy" is any copy that you don't need to make the sale.

If you need 8, 12, or 16 pages of copy to make it happen, even in an email, then that is what you'll write. And if you can do it in 1-2, then "Huzzah!" for you.

We have successfully used long copy in emails for a number of paid offers. Typically, the less that the recipient knows about the sender (or the sender's product) and the more that the product costs, the longer the copy needs to be.

Now some might say, "Use a short email and a long landing page." This helps out with deliverability issues and formatting/rendering issues, etc. After all, you have more latitude with what you can do on the Web compared to email.

Indeed, there's a time and place for that, too, but I will say this: Overall, long emails and short landing pages have outperformed for us, and by a considerable margin.

Something's not "too long" if it's written conversationally and is a pleasure to read. It's all about holding the reader's interest.

This is not to say that long copy is always the right approach, but you just can't say that it's never the right approach, either.

You write as much as you have to write to get the person to do what you want them to do. Period.

It really comes down to how you capture someone's attention. Think of it this way, it's like a book. I can read a novel that will either capture my attention or not!

For the most part I am a "keep it simple" type of person. My opinion is that although it is possible for "long copy" to be successfull, it is more rare than not. Why do I have this opinion you ask? My theory is that people are too busy these days to take the time to read anything of length. After a few minutes, you many time will lose their interest. It's almost like a billboard - you only have so many seconds ro make an impression.

I better stop now or I will fall into that category!

Heidi Bisbee
Bizzybee Marketing, LLC

Mathew,
I agree to what Heidi Bisbee had said. Its only important to tell them what is of interest to them. So, why write long eassays.
Also if we will say everything on email itself then what will be left to discuss on table. So, while writing be short and sweet. Just brief to hit the nail on target.

Deepak

I agree with Paul.

David Ogilvy is famous for advocating long copy to make sales:

"The answer is that those relatively few people who read the copy are prospects for your product or your service.

If you aren't in the market for a product you are unlikely to read an advertisement for it, no matter how long or short the copy. (Most readers of the Wall Street Journal have little interest in industrial advertising or Ogilvy & Mather. Chances are they haven't read this far.)

But real prospects — especially industrial prospects responsible for spending large sums — are hungry for information. Research shows that industrial advertisements with really long copy actually tend to get read more thoroughly then advertisements with shorter copy.

You might be able to sell a candy bar with very short copy but you could never make a case for buying a Cessna Citation in a handful of words."

https://www.infomarketingblog.com/david-ogilvy-on-long-copy/

It really depends on what you are selling and to who. I would lean toward long copy that provides more information to the real buying prospect.

hope this helps,

Steve

This debate has been raging since there have been advertisers.

Copy should be as long (or as short) as necessary to get the appropriate points across and convince the reader to do what you want them to do.

The appropriate length will vary depending on the amount of information required to make a case for the product, the complexity of the product, the length of the sales cycle, and possibly the price.

It will require more copy to make the case for a supply chain management software system than it would for a tube of toothpaste.

As Claude Hopkins said (in 1920):"Some say, 'Be very brief. People will read for little.' Would you say that to a salesman? With a prospects standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap."

Write for a reader who knows little or nothing about your product. People already using it won't read your ads. The readers you want are the people who are interested in your offer.

Nobody reads ads of any length for fun. They read to get information. Give them what they need to take action.

The idea is to gain sales, rather than applause or awards.

Have a picture of your ideal customer in mind; her likes, dislikes, habits, and problems. Then create your advertisement based on what you would do face to face. Talk conversationally. Skip the jargon and don't yell.

Finally, write your ads to please your customer (not yourself).


Jodi

“Laaadieees and gennelmehna! Ina the bloo corna! Weighing in atah 73 pounds fully clothed wringing wet we hava Billy “BiffBop”Short Copy!

Ina the rhed corna! Weighing in atah 254 pounds we hava Jimmy “BishBashBosh” Long Copy!

Seconds out!

Round 1! Ding ding!”

Much like little boys playing "My willy is bigger than your willy!" the key to “victory” in the long versus short copy debate has nothing to do with length or weight.

It’s to do with leverage!

The number of words isn’t the point and never has been. I’ve written long copy and short copy and seen each style work in a different way. But the point isn’t how long we, as marketing people think copy ought to be be (or not); it’s how long or how short is long or short enough for the reader.

When RMS Lusitania was torpedoed by a German U Boat in May, 1915, the news shocked the world. Fred Spear’s poster (used as a recruitment tool) featured an illustration of a woman clutching a child to her breast as her lifeless body sank through bubbling green waters. The copy couldn’t have been shorter. All it said was “ENLIST” It was long enough to strike a chord and short enough to generate a response.

It’s here that many copywriters and would be editors get it wrong.

It’s not about the writer.

It’s about the reader.

If the writer has done his or her job properly an ad could be one word or it could go one for thousands of words, it wouldn’t matter. The point is the SIGNIFICANCE OF THE CONTENT TO THE READER.

Copy that’s well written, that does NOT sound like a sales pitch, and that tells a story will hold the attention of INTERESTED readers no matter how long or short it is. Neil French is an expert at this and his copy goes on and on, wandering hither and yon but it always, ALWAYS holds people’s attention, tells a story, creates interest, and stands out. WHICH IS THE WHOLE POINT OF EFFECTIVE COPY!

Copy that fails these tests makes great bird cage liner but what it does not do is have an impact and create a true call to action.

I’ve heard again and again “That copy’s too long/too short. No one will read it!”

Crap!

SOMEONE will read it. SOMEONE who is INTERESTED in it.

And THAT’S the person I, as a copywriter WANT to reach. Because THAT'S the person who is more inclined to take action BECAUSE they took the time to read whatever length they needed to read in order to make a judgement.

Whether I write long copy or short copy, I don’t WANT to reach the people who get bored with its opposite, I’m not interested in the people who have (or lack) the time (or the will) to read the message I’m NOT writing.

Depending on the message, I want to ENGAGE the people WHO WANT TO BE ENGAGED.

That’s the point! To craft the message so that it's TARGETED at the people who are INTERESTED in whatever it is the copy is about.

Long or short IS NOT THE POINT. It's what the reading of the copy then produces in terms of an action taken that matters more.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA