The ongoing debate between the effectiveness of long copy versus short copy in advertising is a topic that sparks fervent discussions among marketers. Advocates of long copy argue that it's essential to guide the customer through every benefit of a product or service, while proponents of short copy insist that today's consumers, with their limited attention spans, require concise and direct messaging. So, who's right? The answer is both.
The key to effective copywriting lies not in the length of the copy, but in understanding the communication styles of your target audience. People around the world communicate differently, and no single approach will work for every product or service.
Consider this analogy: when writing a letter, you don't write first and then decide who to send it to. You know the recipient and their communication style before you start writing. The same principle applies to copywriting.
Let's take, for example, a target audience of small business owners who are Certified Public Accountants. These individuals are typically busy, detail-oriented, and bottom-line focused. They communicate in short, precise bursts, seeking the bottom line first and an explanation later. For this group, short, concise, and direct copy would be most effective.
On the other hand, individuals making significant investments of time or money would be more receptive to long-form copy. These individuals need reassurance and a wealth of information to feel secure about their decision. For instance, people considering joining an affiliate program or investing many hours in a self-help process would appreciate detailed, long-form copy.
There are countless other target groups that would benefit from either long or short copy. As an advertiser, your job is to identify the communication style that resonates with your prospects. Companies like Myers-Briggs offer excellent courses on defining communication styles, which can be highly beneficial for marketers.
Some copywriters claim that their approach will significantly increase response rates for any product or service. However, it's essential to understand that response rates do not equate to sales. A response could be a simple inquiry about the product or service, not necessarily a purchase.
Moreover, statistics can be misleading. A 50% increase in response rate might sound impressive, but without knowing the original number of mail pieces sent, it's hard to gauge the actual impact.
While some big names in the industry may claim that one particular style of copy works for every product and service, it's crucial to remember that not every target audience member will respond to the same style. Understanding your audience and tailoring your copy to their communication style is the key to effective copywriting.
Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly
When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly. However, sometimes there can be potential problems with fitting copy into certain types of sites. Due to space constraints, page layout requirements or other issues, some site owners hesitate to include SEO copy thinking it will detract from the visitor's experience. It won't if you do it right!
Writing To Overpower Your Competition
"We don't have any competition. We're a truly a one-of-a-kind company." I've heard that line from clients for years. I wish it were true, but it's simply not. In fact, it wouldn’t matter if you held a monopoly on your particular product or service; you'd still have competition. How? Because your competition doesn't come from a singular source.
Five Sections of Your Copy Guaranteed To Get Read
Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be read anyway?
