Debate Settled: Long Copy vs. Short Copy

Capturing your reader's attention is no easy feat these days. But I'd argue that keeping their attention is even harder.

It's not enough to simply hook your reader. The real test of a good Copywriter is keeping your reader engaged until he arrives at your CTA. Every sentence, every word of your Copy must serve a purpose.

At times, you'll need to be concise — delivering a powerful message in just a few words. Other times, you'll need to dive deep — providing the detail and reassurance necessary to build trust and close the sale. But the first sale your Copy makes is always the same: selling the next sentence.

This month, we'll focus on keeping your reader reading (for as long as you want). Your Copy has 3 key goals:

• Capture a new reader
• Keep them reading
• Get their credit card number

Today we're going to master number 2. So, buckle up buttercup! Because to learn how to keep your prospect reading your copy until they're ready to buy, you're going to have to keep reading ;)

In 1997, Dr. Jakob Nielsen said, "People don't read, they scan...." Hence why many marketers recommend short, sweet, and punchy Copy. But Dr. Nielsen was only half right.

People scan, sure. But to suggest that people don't read? Nonsense. If you, as a marketer, truly believe "People don't read," ...you probably don't read. But I can assure you, your prospects do read.

Being a good marketer is impossible if you believe "people don't read." So let's clear that up right now. People read. People read novels, self-help books, and instruction manuals. Journalists read rumors, memoirs, and sometimes even actual news. Executives read studies, reports, and tweets. Some people even LOVE to read.

People may not read your Copy, but people read. Assuming that "people don't read" is just silly.

If you assume that Marketing Copy should always be "short, sweet, and punchy," you're sadly mistaken. Likewise, if you assume it should always be "long, detailed, and eloquent," you're also missing the mark.

So how can you tell if your Copy should be long or short? Should you model your Copy after billion-dollar brands like Apple, Nike, or McDonald's?

"Think Different."  |  "Just Do It."  |  "I'm Lovin' It."

Short Copy... grabs attention, makes an impact, and most importantly, stands out.

Or should you fashion your Copy around the great Direct Response Copywriters generating millions for companies like Agora Financial, VShred, Credit Secrets, and Mind Valley with 12,000+ word Sales Letters and VSLs? Long Copy... keeps attention, builds trust, and most importantly, turns skeptics into buyers in one fell swoop.

In this month's edition of Copy Code Notes, we'll explore when Long Copy works, when Short Copy works... and how to master both.

Long Form vs. Short Form 101

First of all, when we talk about "Long Form Copy" or "Short Form Copy," we're speaking in the context of Direct Response Marketing.

Long Form Copy refers to Articles, Blog Posts, White Papers, E-Books, Sales Letters, Case Studies, etc. This Form dives deep into a specific topic, providing insights and ultimately persuading the reader to take a specific action. Long Form Copy is usually over 1,000 words.

Short Form Copy refers to Social Media Posts, Display Ads, Promo Emails, Taglines, SMS Marketing, etc. This Form is concise and to the point, capturing attention quickly and driving the reader to take quick action. Short Form Copy is usually under 1,000 words.

Long-form Copywriters are excellent at keeping the prospect's attention. Once they sink their hooks in, it's game over. Short-form Copywriters are great at capturing attention. But they usually aren't trained in keeping it.

How Leaders Lede

When considering the length of your Copy, it's helpful to consider the two categories of "Leads" available to you as a marketer. The term "Lead" comes from Journalism.

There are 2 types of Leads: Direct and Indirect.

Direct Leads cut straight to the chase. They address the prospect's pain points or desires head-on. They are most effective on prospects who have a higher Level of Market Awareness. For example:

"Do you run ads? I guarantee Hyros can increase your ad ROI by 30%. No — I guarantee that if you don't see a 30% increase in your ad ROI, you don't pay for it."

Direct Lead readers know what they're being sold right away. In the example above, Hyros uses a Direct Lead. (Watch the full ad →)

Indirect Leads aim to engage the reader emotionally or creatively before delivering the key message. They usually begin with a story, a scenario, or an interesting fact that 'indirectly' ties to your main offer. Indirect Leads are most effective on prospects with lower Levels of Market Awareness. For example:

"Tommy Chong Reveals for the First Time: Cancer Saved My Life. How 9 months in prison and a cancer diagnosis reset my health, restored my energy... and led me to discover the real reason SO MANY PEOPLE DON'T LIKE CBD — and what you need to do instead."

Indirect Lead readers usually don't even realize they're about to be sold something. They just want to read the copy. In the example above, they just want to learn about CBD alternatives, like "Nano" CBD.

In their book Great Leads, Michael Masterson and John Forde outline 6 types of Leads that can make or break your Copy. From Most Direct to Most Indirect, the 6 Leads are:

• The Offer Lead (Direct): jumps straight into the main offer, making it clear what's being sold and why it's valuable. "Get 50% off our premium financial planning software today only!"
• The Promise Lead (Direct): focuses on a compelling promise or benefit to the reader. "Unlock your path to financial freedom with our software!"
• The Problem-Solution Lead (Direct + Indirect): starts by highlighting a problem, then presents your product as the solution. "Struggling to save money? Our software can help!"
• The Big Secret Lead (Indirect): teases a big secret or revelation the reader will learn by continuing. "This is the most overlooked, PROVEN trick to gain complete financial success. And it isn't what you think..."
• The Story Lead (Indirect): starts with a narrative that draws the reader in and sets up the offer. "John was drowning in debt, unsure how to escape."
• The Proclamation Lead (Indirect): a bold statement or shocking fact that pulls the reader into the rest of the Copy. "Stop wasting money now!"

The lower your prospects' Market Awareness Level, the more Indirect your Lead should typically be — and thus, the longer your Copy will need to be to convert. The higher your prospects' Market Awareness Level, the more Direct your Lead should typically be — and thus, the shorter your Copy will need to be to convert.

This concept is depicted visually in my Market Awareness Roadmap.

Copy Length Guidelines

Long Form Copy may be the best option if:

• You sell complex products or services. Long Form Copy is essential for educating your audience thoroughly and handling their objections before asking for the sale.
• You sell high-ticket items. Long Form Copy provides the necessary details and builds the trust needed to justify the investment.
• You have a relevant story. Long Form Copy lets you tell compelling, emotional stories to engage your audience and forge a deeper connection.

Short Form Copy may be the best option if:

• Your products or services involve low commitments. Short Form Copy inspires quick decisions and drives immediate action without overwhelming the reader.
• Your time is limited. Short Form Copy captures interest where attention spans are limited.
• You want to make a lasting impression. Short Form Copy will almost never directly contribute to revenue. But if done right, it will almost always contribute to long-term memorability.

With all that said, always try to find ways to make your Copy shorter. Ask yourself: Is this section important? Is this sentence important? Is this word important? Can you shorten your Copy?

The REAL Difference: Direct Response Copy vs. Brand Copy

When marketers argue about Short Form Copy vs. Long Form Copy... they usually mean to argue about Brand Copy vs. Direct Response Copy.

Brand Copy is almost always short. But Brand Copy is not Direct Response Copy. Brand Copy is not written to make a sale right away. The goal of Brand Copy is to make a clear, meaningful, emotional impression on the prospect. The goal of Brand Copy is to be memorable.

Where Direct Response aims to combine emotion and logic to make an immediate sale... Brand Copy usually doesn't speak to the prospect's logic at all. Brand Copy's sole purpose is to create an emotional connection with the prospect. Direct Response Copy's sole purpose is to solicit a specific action from the prospect, right away.

Direct Response Copywriters want sales. Brand Copywriters (sometimes AKA "Content Writers") want impressions. A Content Writer wants their prospects to subconsciously associate the brand with feelings ("luxury," "comfort," "creativity," "achievement," etc.). They need to be repetitive. They need to maintain a clear message, position, and identity. Content Writers aren't extremely concerned with handling objections, building persuasive marketing arguments, or agitating pain points — at least not to the extent that Direct Response Copywriters are.

Long copy short... to conclude this month's Copy Code Notes:

• The length of your Copy is primarily determined by your prospect's Market Awareness Level.
• Your Copy should be as long as it needs to be to inspire action.
• Your Copy should also be as short as possible.
• When deciding how long your Copy should be, consider Market Sophistication, Product Price Point, and Product Complexity.

If you sell a physical product, you may find Content Writers are better at selling than Copywriters. If you sell information or services, Copywriters will generally sell more.

You may be saying "Long Copy" when you really just mean Direct Response, and "Short Copy" when you really mean Brand Advertising. That's not a question about how long the Copy should be. It's a question about how to approach the Copy.