Topic: Advertising/PR

Word Limits In Marketing Letters

Posted by Anonymous on 50 Points
I know that "the shorter the better" is a good axiom in regards to marketing letters, but are there hard, fast rules for the amount of words / paragraphs when sending out a letter for small business marketing? Thanks!
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  • Posted by michael on Accepted

    Actually it depends more on the length of the buying cycle than anything else. Example: If you're a moving company and you're targeting people who you know have just sold their house, you want a TON of information in that piece. However, if you're targeting new home buyers, now, for winter snowblowers you should go with something quite a bit shorter.

    Hope that helps a little.


  • Posted by mgoodman on Accepted
    The answer to your question depends on the target audience and product category. Sure, shorter is usually better, but not all the time or for every product/market.

    The one thing that IS constant is that people read headlines, remember pictures, and glance at captions and sub-heads. Body copy is last on the list. That doesn't mean you can ignore it, but it does mean that you better make the headline a grabber and the visuals worth remembering. And if it's longer than a paragraph or two, consider some sub-heads that capture the essence of the following paragraphs.

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