It’s an age-old question. Or, at least, an old one – and one that most people seem to answer quickly, easily and incorrectly, all in a single word:
Such people reckon no-one in their right mind likes reading copy, and that advertisers should shy away from anything of any length.
But split tests – where two versions of an email, letter, web page or otherwise are tested against each other – almost always reveal that long copy outsells short copy. So here’s the real answer:
Copy should highlight every possible benefit of the advertised product or service and overcome every possible reservation the prospect might have, concisely.
When advertisers read their own copy, they’re not prospects.
They’re not interested in buying from themselves. Or if they are, they know everything they need to know already.
They don’t need information.
But when a prospect reads copy, they’re hungry for information.
And once they’re interested, they have reservations.
After making your promises, your copy must overcome every reservation they might have.
Prospects are concerned they might get a better deal elsewhere. Explain why what you’re offering beats everything else.
Prospects are concerned about quality. Highlight your guarantee.
Prospects are concerned about price. Highlight the value of what’s on offer.
Strip out any of the above and your copy will be shorter.
But it won’t work as well. And it will artificially limit your profits.
If you suspect that’s what your current copy is doing – ie, if you think you should be selling more than you are – then give me a shout.
I’ll dissect your copy and let you know where you’re going wrong.
You’ll have your concerns about contacting me, I’m sure. But don’t worry.
My advice is all free of charge. Contact me now.