Whether to use a lot of sales copy or a little sales copy when writing marketing materials has always been a hot debate. There is no one correct answer to this question, but there are several things to consider.
Your first consideration is the product you’re writing about. Some products have more features and benefits than others. Writing for a line of computers or stereo equipment will typically require more copy than writing for toothpaste or soft drinks. The simple rule being: the more complex your product, the more copy required to describe and sell it.
Your second consideration is the medium for which you are writing. Magazine ads compete with other print ads in the same publication. This makes it harder to hold the attention of readers, so writing shorter copy helps ensure all your words will be read. When your product has multiple features and benefits, consider a series of ads that feature one or two benefits per ad.
Direct mail typically gives you a greater opportunity to write more copy than an ad. If you can write a strong lead and hook your audience, readers will usually spend more time with direct mail copy than they will with an ad.
Brochures give you an even greater chance to stretch out. People expect to find out everything they need to know about a product in a brochure, so don’t be afraid to give it to them.
Another consideration is the purpose of your marketing piece. If you’re trying to generate no-obligation leads, you need only peak the curiosity of your audience. If you’re trying to generate direct sales, you must provide all the information your audience needs to make their buying decision. This normally requires more copy than generating a lead.
Sometimes you need a combination of short and long copy to generate a lead, and make a sale. A great example of this is the creation of e-blasts and landing pages. An e-blast is typically short (about 60 to 80 words) and written in a tone that hooks and engages readers (strong headlines are crucial in writing e-blasts). The typical purpose of most e-blasts is to generate enough interest or curiosity so readers will click a link at the end of the blast that takes them to a landing page on a web site.
A good landing page gives readers all the information they need to know to make a buying decision. This is done through persuasive copywriting techniques, and landing pages may be as long as 1,000 words or more—with “Order Now” buttons placed in the middle of the landing page about every 250 words or so.
All of these guidelines on whether to use long or short copy are merely that—guidelines. There are no hard and fast rules when choosing the length of your copy. But whether your copy is long or short, be concise and don’t waste words. Tell your audience everything they need to know to motivate them to take the next step in the buying process, and then stop.
