Copy (the written part of any marketing material) is the secret to sales success. So, is long copy or short copy more effective?The answer is both are effective when well written. Publishers Clearinghouse wouldn't send out long sales letters if they didn't work and coincidentally, newspapers wouldn't sell small space ads if no results were seen. Bottom line, it's the copy inside the ads that makes the difference.
As a marketer it's important to realize that there will be a difference of opinion from consumers regarding what is more effective (this mostly depends on where they are in the decision making process regarding purchase).
There's also an age old debate about long copy versus short copy. The long and the short of it is that both are effectivewhen incorporated in your overall strategy. Some marketing strategies will call for longer copy while other will call for shorter copy. This is often determined by price point, delivery method and market. For example: You probably don't need a 19 page sales letter to sell an item that retails for less than $100.00. If you're offering a high-end coaching program a small space ad is not likely going to answer all the questions your prospects might have let alone overcome any objections to empower a well-educated buying decision.
Determining the length of your copy will really depend on your market and where you're placing your ads.Depending on your strategy you may need to masterfully blend long and short copy techniques to customize messages per medium while incorporating direct response techniques. While typically higher-end products warrant longer copy, the emerging trends of social media may force punchier, more concise pitches upfront to create interest and lead to longer, more informative messages. Think pithy Tweets and Facebook status updates or longer Facebook notes, depending on the message. Carefully gauge the approach that gets the most response and blend long and short copy techniques to continue to increase response rates.
Take a moment to review your marketing materials today.Ask yourself the following questions regarding your content (copy):
How does your marketing message measure up?
Are you skillfully matching your message to market?
What's your copywriting style?
Are you getting results?
Lisa Manyon POWERFULLY communicates your marketing message to increase results. Manyon’s work has been featured by the National Association of Women Writers, Absolute Write, Copywriting TNT, Lewiston Tribune and more. She has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses.
Manyon has spent well over 15 + years in the marketing trenches of advertising agencies, radio stations and non profit organizations.
Manyon continually invests in professional growth to offer the best service possible:
Manyon developed a series of marketing trainings for the Idaho Small Business Development Center to help businesses avoid costly start-up mistakes.
o She is the first professional copywriter in the state of Idaho to achieve Glazer - Kennedy Creating Copy that Sells certification
o Manyon served as Managing Director of Lorrie Morgan-Ferrero’s National Copywriting Mentorship Program and is a Copy Coach for the She Factor Copywriting Bootcamp
o She is the Copywriting Expert and for the Association of Web Entrepreneurs and a featured author in The Official AWE Guide 2009- Emerging Trends Every Online Entrepreneur Must Know.
As President and Founder of Write On ~ Creative Writing Services, LLC. Manyon has created a mobile business model that allows her to work and play anywhere she chooses.
She LOVES what she does and enjoys writing web copy, press releases, broadcast copy and more. She accepts a select number of ongoing copywriting and consulting clients and fits in special projects when time allows.
Manyon publishes an monthy ezine Manyon’s Musings and She offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services. Claim your subscription by visiting any of her websites or her blogs.