Long copy versus short copy… which converts better?

The answer is often debated, but there’s only one truth when it comes to copy length.

It depends.

Depending on your product, target market, advertising medium, goals of your copy, and a million other factors, the length that’s most effective will vary.

Here are some examples:

[b]Price: [/b]A higher priced product requires more copy because you need more proof and copy to overcome objections.
[b]Medium: [/b]Some promotional strategies—like Google Adwords, Twitter, and author bios—can only accommodate short copy. In that case, knowing how to capture attention quickly with just a few words is enormously valuable.
[b]Goal: [/b]If the goal of your copy is to get someone’s email address your copy can be much shorter than if your goal were to sell something.
So, if you’re trying to determine which length of copy to use, just remember the old adage: Your copy should be as long as it needs to be and no longer.

This means, if you’re writing to sell a membership program and you wind up with a 10-page sales letter explaining all the benefits, showing proof, describing your guarantee, and more, 10 pages may be appropriate. (However, be sure to cut any “fluff.” The smoother and more compelling your sales letter is, the better it will convert—even if you cut a few pages.)

On the other hand, here are three instances where you may want to use shorter copy:
- If your product requires a smaller investment or less of a commitment, you may be able to write just a few paragraphs and still have a great conversion rate. Here’s an example of (very) short copy: Since entering your URL isn’t much of a commitment—if at all—this pop-up can be very effective and still be short. In fact, using more copy might be distracting and confusing.
- Writing a perfect 10-page sales letter is a big, long undertaking and it would delay your product launch by weeks (or more). In this case, it’s better to get something live—even if it’s shorter—and add more proof, testimonials, and details later.
- You don’t have an option. If you’re advertising on Twitter, you’re limited to a certain amount of characters. Same thing for Google AdWords. In other instances, maybe you need all your copy “above the fold.” Or you’re creating a postcard and there’s just not room for long copy. Any of these instances could require the use of short copy.

So when you must use short copy, how can you ensure it’s as effective as possible? Here are 7 surefire ways for writing effective short copy that converts:

1. Know (and understand) your target audience
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