Copywriting That Works: Long Copy vs Short Copy
Copywriting is one of the most indispensable elements of an effective online marketing. The art of copywriting involves a strategic writing of words that promotes a product, a business, an idea, or even a person. Its prime intention is to persuade the readers to take some form of action. The long-standing debate lies on which copywriting really converts " long or short copies.
The argument which copywriting produces compelling copies that grab attention and connect with people has been a never-ending predicament. The problem is there's really no such thing as a specific €formula€ or €measurement€ that is concrete enough to evaluate the productivity of long copies as opposed to shorter ones.
The key in copywriting is making it as interesting and informative as possible regardless of length. As long as the copy magnets readers to finish the article and induces them to take some action, length is not an issue at all.
The experts say that for many products, long copy outperforms short copy by a large margin. Many companies tested long copies over short copies and have found out that websites with longer copies have outsold those websites with more short copies on their sites. Although this is true for some sites, other websites deems that long copy applicability still depends.
The basic rule for copywriting length is similar with headlines " as long as necessary, but not deliberately going around the bush. Because there is no explicit €measurement€ on writing an effective copy, copywriter depends on rational factors to determine how long or how short copy is necessary. Here are some copywriting considerations:
1. The type of product
The products with more features and benefits call for longer copies. Convenience products definitely demands short copies to fill an immediate need. On the other hand, specialty products require longer copies because of the need for details.
2. The target audience
Copywriter need to understand the target market in order to produce compelling copies. There are people who want as to be bombarded with information before purchasing a product. While there are people who hate long, winding copies and settle for quick browsing.
3. The main purpose
The foremost element that effective copywriting takes into account is the goal. Generating a copy for a service business or convenience products requires less detail, but an ad that aims to increase sales must surpass every objection the potential buyer may have in mind. The main purpose must be apparent. Is it just to compel readers to buy, increase traffic, or merely to inform? Copywriter takes off from the purpose in determining the necessary length of a copy.
Whether or not longer copies work over the shorter ones, really depends on the skills of the copywriter. Effective copywriting entails a sophisticated understanding of the product, the potential market, and the set objectives.
The argument which copywriting produces compelling copies that grab attention and connect with people has been a never-ending predicament. The problem is there's really no such thing as a specific €formula€ or €measurement€ that is concrete enough to evaluate the productivity of long copies as opposed to shorter ones.
The key in copywriting is making it as interesting and informative as possible regardless of length. As long as the copy magnets readers to finish the article and induces them to take some action, length is not an issue at all.
The experts say that for many products, long copy outperforms short copy by a large margin. Many companies tested long copies over short copies and have found out that websites with longer copies have outsold those websites with more short copies on their sites. Although this is true for some sites, other websites deems that long copy applicability still depends.
The basic rule for copywriting length is similar with headlines " as long as necessary, but not deliberately going around the bush. Because there is no explicit €measurement€ on writing an effective copy, copywriter depends on rational factors to determine how long or how short copy is necessary. Here are some copywriting considerations:
1. The type of product
The products with more features and benefits call for longer copies. Convenience products definitely demands short copies to fill an immediate need. On the other hand, specialty products require longer copies because of the need for details.
2. The target audience
Copywriter need to understand the target market in order to produce compelling copies. There are people who want as to be bombarded with information before purchasing a product. While there are people who hate long, winding copies and settle for quick browsing.
3. The main purpose
The foremost element that effective copywriting takes into account is the goal. Generating a copy for a service business or convenience products requires less detail, but an ad that aims to increase sales must surpass every objection the potential buyer may have in mind. The main purpose must be apparent. Is it just to compel readers to buy, increase traffic, or merely to inform? Copywriter takes off from the purpose in determining the necessary length of a copy.
Whether or not longer copies work over the shorter ones, really depends on the skills of the copywriter. Effective copywriting entails a sophisticated understanding of the product, the potential market, and the set objectives.
