What's Your Thoughts On Long Copy Vs Short Copy?

12 replies
Hi Dear Copywriter,

Long or short & why?

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We can see nowadays some ads with 20 Pages, and some with 3 Pages only.

Is there a rule to follow or it doesn't matter?


Thanks
#copy #long #short #thoughts
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  • Profile picture of the author writeaway
    It depends on your niche and your previous market research

    Are you looking at the right models?

    Are these your competitors or just random pages?
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  • Profile picture of the author Shawn Cesar
    My main concern is when you need 20 pages & when 3 is just enough.
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    • Profile picture of the author GordonJ
      Originally Posted by Shawn Cesar View Post

      My main concern is when you need 20 pages & when 3 is just enough.
      Why would you NEED 20 pages when 3 will do? It makes no sense. You've been in Facebook copywriting groups long enough to see there isn't an answer to this, other than the proverbial testing.

      BUT, go back to the WHAT are you selling. And maybe choose things, products or services or software which has DEMAND, like coffee and snacks (like Little Debbie).

      There are certain types of products, like Make Money Online and Guru generated products which require a lot of copy, because they have to convince you to part with your money and give it to them because you have so many choices, so many Gurus to choose from.

      If you want an iced mocha latte with a cinnamon sprinkle, and you like STARBUCKS, you don't go to McDonald's to get your coffee.

      Both sell coffee.

      So part of the answer to your question, which I find spurious (not legit), is the WHAT are you offering in your copy?

      Then, to WHOM?

      As you have been told here and other places, it depends on your target market, some would say there are different stages of awareness/need/want and it might require some education. Or in the case of a lot of current FINANCIAL offers, many pages of copy to both educate and obfuscate the issue. Confusion is often a shortcut to subliminal biases.

      It is a lot of the reason for so much fake news these days.

      Then, there are numbers. The Math.

      And this where the testing comes in. A marketer wants to know the pulling power of the copy, so both long and short may be tested toward a target market, then tweaks in both directions come into play.

      There isn't any answer to long vs short copy other than FACTS and DATA, and if you don't have either to back up either assertion, then you just have opinions.

      There is evidence to support the idea that the more, er, uh, bullshit... the product is, like in financial and supplement copy, the more copy is going to be needed.

      Both are generally effective, when the emotional hot buttons have been pushed in any given target's mind.

      BUT, why is this a concern to you? Have you written any copy at all? Are you being asked to write 20 pages by someone?

      GordonJ
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  • Profile picture of the author ItsDubC
    It really depends on your product. For high-ticket products, it's rare that you'd be able to convince a lot of people to spend thousands of dollars w/ just one page of copy. People do more research on big purchases, so long form copy will do much better at addressing any objections they might have and can also help increase the product's perceived value. For these types of products, it may be even better to replace long copy with a video.
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    • Profile picture of the author GordonJ
      Originally Posted by ItsDubC View Post

      It really depends on your product. For high-ticket products, it's rare that you'd be able to convince a lot of people to spend thousands of dollars w/ just one page of copy. People do more research on big purchases, so long form copy will do much better at addressing any objections they might have and can also help increase the product's perceived value. For these types of products, it may be even better to replace long copy with a video.
      Multi million dollar yachts and jets are sold with not much more than a pic, a price and a bit of history, often less than a 1/4 page at that.

      GordonJ
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  • Profile picture of the author Jeffery
    All I know is I catch more fish (opt-ins) with short copy instead of long copy and I can sell more fish (conversions) with long copy instead of short copy.

    What am I selling? Fishing equipment from rods-n-reels, to boats, to fishing vacations. Who am I selling to? Fishermen and wannbe fishermen. Why am I selling? It keeps cookies on the plate.
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    • Profile picture of the author GordonJ
      Originally Posted by Jeffery View Post

      All I know is I catch more fish (opt-ins) with short copy instead of long copy and I can sell more fish (conversions) with long copy instead of short copy.

      What am I selling? Fishing equipment from rods-n-reels, to boats, to fishing vacations. Who am I selling to? Fishermen and wannbe fishermen. Why am I selling? It keeps cookies on the plate.
      You've used the right bait?

      Short copy hooks em, long copy reels em in? I don't fish, but I used to golf, and a pic or short description often got me to read...

      the long copy and often then I would buy.

      I could be wrong, but isn't this the whole idea of a CAPTURE page, or lead gen copy?

      GordonJ
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      • Profile picture of the author Jeffery
        Originally Posted by GordonJ View Post

        You've used the right bait?

        Short copy hooks em, long copy reels em in? I don't fish, but I used to golf, and a pic or short description often got me to read...

        the long copy and often then I would buy.

        I could be wrong, but isn't this the whole idea of a CAPTURE page, or lead gen copy?

        GordonJ
        You are 100% guilty on all counts Gordon.

        The right bait? My target market, fishermen in this case, enjoys a good story. That is the bait. A friendly and humorous story of how I was skunked or filled the cooler is what my target market tells their fellow fishermen. The bait sticks with them in a way.

        "Did you hear about the guy that crushed it and left his cooler at the ramp?"

        Why does it sell? Cause we can brag about our deeds or poke a lil fun at the guy who lost his cooler of fish. Solution? The next round is on me.
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  • Profile picture of the author RuskinF
    I rely on making pillar content. Keep short copies as the foundation of your CMS. And make a long copy to include the links to all the short copies and their description.
    This way you get the benefits of both the worlds.
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  • Profile picture of the author kakah
    Originally Posted by Shawn Cesar View Post

    Hi Dear Copywriter,

    Long or short & why?

    ----------------------------------
    We can see nowadays some ads with 20 Pages, and some with 3 Pages only.

    Is there a rule to follow or it doesn't matter?


    Thanks
    From my personal experience running facebook ads for multiple niches, i will Say Both works

    All you need to do is TEST, TEST and TEST again

    For a Long copy, try crafting an interesting story that keeps the reader hooked and expertly connect to the product you are selling.

    Good luck..
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  • Profile picture of the author mordriel
    Does anyone have any good resources related to writing copy for complete newbies? I'll read it, for sure.
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    • Profile picture of the author GordonJ
      Originally Posted by mordriel View Post

      Does anyone have any good resources related to writing copy for complete newbies? I'll read it, for sure.
      First, GOOD is relative, you can visit 15 Facebook groups on writing copy and come away with about 49 to 57 suggestions for GOOD books, courses or people to learn from.

      Then, there is the why?

      Why do you want resources to writing copy? What is your end game? Some learn the craft to be able to write promotions for their own products or services.

      Others want to sell their time to someone who will pay them to write for them.

      Some may use the skill to sell affiliate products.

      The REASON I think it is an important question is...

      YOUR reason for wanting to learn it, can guide you to the best path of study, it can reveal the right resources for you, which can save you tons of time and money.

      Writing copy for pay is a very different path than writing copy for your own products, that is, unless you sell HOW to write copy services, then the song is always the same.

      And, there are different types of copy writers too...many agency people have great graphic skills too, many mid 6 figure copy writers are employees with great benefits, while many, many, many a freelancer goes starving in the street.

      IF your goal is to learn copy to SELL stuff, and make money, then maybe a better start would be to study SALESMANSHIP, or selling in general. You will find a mountain of evidence which says, good to great Copywriters come out of the trenches of face to face selling.

      Sure,we can give you resources. What do you see yourself doing after a year or two of study and building your copy writing skills? That will help us to help you, OK?

      GordonJ
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