The Long and Short of Copywriting

The Long and Short of Copywriting
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Reader Comments (13)

  1. Re long copy – I find it very annoying. Especially if there are no built in “click here”s to take me away from my misery after I have decided to buy. Yes, I went ahead and bought anyway, but was in a much better mood before I had to scroll though a small book there to convince me when I was already convinced (I’m not naming the site). It seems to me that blog sales sites don’t really need long copy because we the readers are repeat customers and can get the need in small doses that build to the buy. But I never read direct mail pitches either, so maybe I’m unusual.

  2. Tammy, I hear you. I call those “Jerry McGuire letters”… they go on and on when they “had me at hello.” 🙂

    This actually reinforces the point. It’s not long or short, it’s what works. And the only way to know that is to test.

    However, many online marketers simply hear over and over that “long copy sells better,” so that’s what they use.

    Usually, it’s better to error on the side of more information than less, but you also need to know when to stop.

    Also, you’ve keyed in on what I love about blogs. The “small doses” over time are so much better for everyone!

  3. Another great installment. I love this series.

    I like long copy. To quote several, it’s never too long, just too boring.

    If you don’t like long copy, how the hell do you read a book ?

    You don’t ? Can you spell A..D..H..D ?

    If it’s interesting, I’d read a 60 page sales letter. If it’s boring, 1 page is too long.

    There’s no hard fast rules, except one – There’s no hard or fast rules, in regards to copy.

  4. I don’t read long copy, but I do read books. However, if the book isn’t giving me what I’m looking for, then I scan it and never buy from that author again. Usually when I do buy from an ad letter, I’ve already decided at the “hello” as Brian said.

    When you buy a new car, do you really want to hear all the blabber the salesman gives you? I don’t. I probably already have a good idea of what I’m looking for before I even go to the car lot, and if I see what I want, then I buy it. It’s more the smell inside a new car than the amazingly-special headlight lightbulb the salesman wants to tell me about.

    So, after all that long ad copy I just wrote, what gets my attention is if a product meets what I’m already looking for . . . and I want to know that in about the first five seconds or I’m gone.

  5. Excellent point Terry, and another indication of just how important a headline can be. Many people subconsciously decide whether to buy at the headline and first 50 words, and then the rest is just rationalizing the decision that’s already been made

  6. @Brian
    Where would I go to look at how a particular headline is effecting views?
    How would you separate views based on the headline and those based on the content of the copy?
    Do we set up a headline for 2 weeks and then switch it out for another to test which draws views better?

    Love the article. If you could point out how to establish and monitor the metrics it would be even better.

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