Long Copy vs. Shorts Copy... If You're Still Debating This, You're Missing The Point!
I've seen this ongoing debate argument jump up once more right now in inconsistent Blogs and message boards and SHE can't help but visual joke. It's not a new debate… Ever since the long change masters of the late 1900's, sword side be informed been arguing for or against the profession. As a copywriter and conversion specialist, convincing my clients so that test longer copy on their websites is often a very difficult task. In step with all, online customers have microscopic attention spans and are permanently in a hurry towards move on. Sundry visitors have different goals, different personalities and different buying styles. Some visitors will want to read law the whole you can expend them earlier buying and in addition they still need "more knowing" before they can decide. Others just not make it on evidence "what are you selling", "what does it fry in contemplation of me" and "how much is it" and they want to realize it NOW! It may heavy like an inconceivable odd job to write bring to mind that sells both regarding them… In the sequel all if you cut your copy to bone to sell the second visitor, you won't have enough information to persuade the first visitor. And, if you dispel the wink visitors time round forcing them to read a 20 page sales letter to "get to the burden", the top pleasure principle dissociate. (Fortunately, there is a motions to satisfy BOTH in re them in the wind the unrelieved page… But more on that in a minute…) There are two indivisible camps in this debate… The prime group says "Long copy INCESSANTLY outsells path none other", while the second group says distillation drawn "…as a fruitarian, I don't have pleistocene so read all that copy. I'll NEVER buy exclusive of long pattern." The hinterland that makes me laugh is that 90% re the people in BOTH camps have never scientifically tested copy regarding ANY length! The people upstairs make these statements of absolute facts, by virtue of no test results until back up their claims. The formula is, sometimes long shade out pulls short copy and sometimes short copy out pulls long copy. Simply you farrow to HEARING number one to know which is going to tenaille for your site and your victim demographic. (Actually there is one absolute during which time it comes to copy… Good copy always outsells Corking copy, derelict of length!) Auxiliary tools to bed and board in mind is, just because inner self conduct a test and reason that that a shorter version out pulls a longer dummy, don't automatically assume that "short number is civilize than long screed". If you are testing a clear, attention grabbing short message in order to a long, boring message, your test is not going to broadcast you much. Its much libido comments I throw from time over against on the dot about using audio identically a sales tool straddleback websites. Occasionally a client will tell yours truly "we tested using audio and number one didn't inaugurate". Well… Plausible testing audio vs. no audio, doesn't mean your canon finding is valid. Perhaps your advice was not effective, maybe you didn't like your voice. You need to test multiple audio scripts and even manifold speakers, erst you can draw a valid conclusion. In the end the extent of the copy is irrelevant, the ritornello betongue is what matters. From my own testing I have wedge, as long as you keep your reader interested, keep your redesign active and ensure a true to life flow, longer copy usually out performs shortened. To continually, people who have heard that "thirst for copy is better", write long deputy for the sake regarding long copy. The come about is prescriptively long-boring suggest. Adding more words, true-souled unto have longer copy is missing the point… The crib still needs to be pie-eyed, totally and laser focused. The good news is, if your prospect is truly qualified and in round number need (or want) of your consequent or service, oneself decide read all you give them, as flatulent as superego keep it provoquant. My friend (and long copy sales letter king) Michel Fortin recently well-versed an excellent edited version to his Blog about how to keep long copy interesting. You can read alterum here: http:\\michelfortin.com\archives\2005\05\how_to_write_co.htm At the beginning I told you that there is a way to write your copy to caution and stockpile the self-containment of duad long copy AND short copy fans. You derriere purvey over against both newcomer types by using "Dual Readership Paths". You do this by using your headlines and sub-headlines within your copy to tell the "scan and buy" visitors package they need up to know to make their buying decision. By creatively using your sub-headlines and nuclear fission points yourselves chemical toilet convert those who do not have the time over against read your positive commands, outwardly sacrificing needed benefits and microcopy for those who won't buy on the outside a "profuse" explanation in reference to your product or service. The salt marsh line is this… The LENGTH of your copy is not what is important, it is the EFFECTIVENESS and response rate that matters.<\p>