Does my copy need to be short?
Easy Read
I see this common misconception all. the. time.
“Since I have to quickly show that I’m valuable, I better explain exactly what I do right away.”
The result of that?
Landing pages, websites, emails that breeze over the problem, completely minimising the emotion and human element that is driving the audience to search for a solution in the first place.
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David Ogilvy writes:
“Long copy sells more than short copy, particularly when you are asking the reader to spend a lot of money. Only amateurs write short copy.”
I don’t fully agree.
Short copy has its place. But what I think Ogilvy is getting at is:
podcasts last for hours
Best sellers are 100s if not 1000’s of pages
Popular blogs can be over 5000 words
Attention spans aren't short. You’re just not giving people a reason to stick around and see what you’ve got to say.
Longer copy gives you a vessel to do that. So write what you need to and not a syllable more.
By Ryan Heaney.
