Long or Short Copy?

This question often lingers in the minds of business owners trying to launch a sales copy for their product or service.

Some folks would tell you that the human attention span doesn't favor long-form copy anymore. Others might disagree with this view. But thinking like this just drives you further away from the mark.

You see, when it comes to choosing between a long copy or short copy, It isn't a matter of which is better than the other.

The truth is long copy sells, short copy too.

Choosing which of them to use isn't as trivial as picking an ice cream flavor at the supermarket. It requires careful planning on your part and some boxes to tick off.

So, which do you use?

The answer is a simple one. One that people often use when they're trying to avoid giving a straight answer. So stay with me here, because there isn't one.

Anyway, here it is...

IT DEPENDS.

I know you probably rolled your eyes at how cliche that answer was, but hear me out.

There are certain key factors to look out for when deciding between a short or long form copy.

These factors, put together serves as a yardstick, guiding you to a well-informed decision of which type of copy would work best for you, given your product and its market.

Okay, that's enough dilly-dallying, lets dive right in!

Lets take a look at these factors and how they influence the length of your copy ...

• The complexity of your product/services.

• Your market awareness stage.

• The cost of your offer.

The Complexity of Your Product/Services:

It's common knowledge that people don't buy what they don't understand. So, if your product or service involves a lot of moving parts and has bulky features, then it's your copy's job to distill those complex ideas into digestible bits your audience would understand.

And that usually means more words.

But, if it's a simple product with clear-cut features and benefits that requires little to no explanation, then it's probably best you don't torture your readers by (over) amplifying every single idea that pops up in your head.

Keep it simple and avoid redundancies.

Your Market Awareness Stage:

To help you grasp the concept of this factor, I'd like to present the following questions...

What has your market been exposed to before you came into the scene?

What do they know about their problems and their solutions?

Are there any solutions out there?

Do they know your product is one of those solutions?

If so, do they know what makes your product different (better) from the rest?

Or let's take a step back... 

Do they even know they got a problem at all?

The corner of the awareness scale your readers fall on defines how much they know about their problems, the solution, and your product.

And this dictates how much more you need to say to get them out of the dark, show them that you've got the answer they've been looking for and convince them that your product offers it with a cherry on top.

This premise is predicated on the idea that the more your audience knows, the less you need to say. Likewise, the less they know, the more you need to say.

Your prospect won't mind a long-form copy as long as it stays relevant to them, answers their questions and resonates with their desires. In this case, the more information you provide on the subject you're addressing, the better. 

More information = Fewer questions

Now, this doesn't mean you have to repeat your sales argument over and over again in order to drive your point home.This justs weakens your copy and more importantly, bore your readers off.

Avoid repetitions and fluff.

Every sales argument, benefit, or story used in your copy should be presented with a fresh perspective that ultimately drives toward the big idea you're trying to sell to your prospects.

Different angles, same idea.

The Cost of Your Offer:

Lastly, the bigger the price of your product/service, the longer your copy needs to be.This is because you'll need to harbor more content that justifies the value of your product and tackles objections your prospects might throw at you.

And you bet your money they're going to throw a lot of them at you.

Why?

Because the higher the price of whatever it is you're selling, the higher the skepticism, and vice versa.

Case in point: you certainly don't need to write a 10,000 words sales copy for an offer that costs just $29.

It's overkill.

On the other hand... 

...If it's a way more expensive offer like a $999 course or a membership plan that cost an arm and a leg for renewals, then your readers will probably need more info, plus rock-solid guarantees and tons of testimonials before they're convinced to pull out their wallets and buy your stuff.

So, there you have it — my two cents to the 'long copy vs short copy' squabble.

I hope it helps, choose wisely.

Stay ahead of the curve,

Akeem.

PS: If you found this helpful, don't forget to follow me here for more Akeem Afegbua and subscribe to my newsletter, so you don't miss out on any updates from The Salesman Blueprint.

Have a great week ahead,

Cheers!