Posted by Erin Schroeder, Copywriter & Online Specialist
It’s an age-old topic that’s been debated since ads first started hitting the printing press centuries ago: what do readers really want? Short copy, long copy or something in the middle?
As a writer and serious word lover myself, I can be easily persuaded by the “tell more, sell more” argument. But the time-pressed consumer in me can also relate to the need for keeping things simple in today’s on-the-go society.
So what’s the answer? As this article by MarketingProfs shares, and we continue to learn first-hand, that pretty much depends on what it is you’re selling.
http://www.marketingprofs.com/articles/2010/3413/the-end-of-the-long-copy-vs-short-copy-debate
Here’s a quick look at some things to consider when strapping your sales cap on and penning your next ad:
Keep it short and sweet
• Your brand/product has limited competition
• The purchase price is minimal
• There are few features to differentiate among competitors
• The main goal is a quick-hitting message
Go long with more details
• A new product or service introduction
• The purchase price is higher
• There are more brands to research and compare
• The main goal is to build awareness or communicate a need
