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02/12/2006: "Long Copy or Short Copy . . . Which is Best?"

This is a debate among copywriters and marketers alike. Each generally either has a very strong opinion or simply do not have any opinion because of lack of data.

LONG COPY OR SHORT COPY --- THE DEBATE.

Well, here's my view. I don't think either one is better. It depends on what I'm selling. If, for example, I'm selling an ebook for $47 I damn well better write and write and write until I've written every concievable reason why a person should shell out that kind of money for a digital book. Every feature and benefit needs to be described and the visitor must be left wanting the book so badly that he has no choice but to click the "buy" button.

The same goes for software and other similar items.

Now if what I want the visitor or reader to do is to pick up the phone and make a call or to fill out a simple form or subscribe to a newsletter, short copy is best. Make it good strong hard fast copy.

Obviously I've simplified my formula for deciding whether to use short or long copy. It always depends on what I'm selling and what I want the reader, listener or visitor to do.

In the case of long copy, all too often the copywriter needs to add just one more thing to get a higher percentage of buyers. One more killer benefit or one more offer.

But I don't think a copywriter should set out to write either long copy or short copy. My one rule on this subject is to write what it takes to do the job and then shut up. In most cases the hard to sell items and the items that require an immediate purchase or even a return purchase after some thought is where I use long copy. When all I want is a lead, someone to call or fill out a form I use short copy.

It's a formula that works for me. Other copywriters may agree or disagree.