Melotti Media Copywriting
  • Home
  • Services
    • Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Printed Collateral Copywriting
    • Inbound Marketing Copy
    • Press Release and Data Privacy Copywriting
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Real Estate Copywriting
    • Medical Copywriting
    • White label Copywriting services
    • SEO Copywriting Services
    • Data Privacy Copywriting Services
    • Conference and Event Copywriting
  • Testimonials
  • Portfolio
  • About
  • Classes
  • Blog
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Marketing FAQ
  • Contact

THE COPYWRITING BLOG

The Source Of All Things Copywriting

Long or Short Copy - How Much Do You Need?

17/6/2018

 
Picture
  1. How much copy does my website need?
  2. What word count should my content include?
  3. Which eBook length will attract the most readers?

As a copywriter, I get asked questions relating to copy length every day.
What works best?  

Our audience's attention spans are becoming shorter and more selective, and yet businesses are not adapting to these changes, which reduces your copy's effectiveness in achieving the results you are aiming for.

So what's the ideal length?
It's an excellent question! Let's get it answered once and for all.
Picture
What's The Ideal Length?

Ok- the answer is that it depends on what type of copy you're writing, and who your audience is.

Let's go through each version.

Headlines

Ideally, we want these to be short, at around 8 words. Why? Because it's the first thing that your audience sees and it needs to be sharp and snappy to grab their attention immediately. When they are searching their feeds for interesting content, and up pops your piece in amongst the clutter, it needs to give them a reason to click in about three seconds or they'll scroll right by.

In those 8 words, you need to convey:
  1. The topic
  2. How it relates to them

If it does this effectively, they will want to read the rest. 
Look at the title of this article! Plus, it worked, as here you are :)

For more information about writing excellent headlines, read my article: Is this headline clickbait?

The Long and the Short of Copywriting - What is best?

We encounter copy of all different lengths every single day, from eBooks to websites, advertising copy and blogs. 

The reality is, while it's easy to just assume shorter is better, it isn't always the case. People are actually quite happy to read longer form content when it offers value.
____

Your audience will read longer copy if it offers them value- it's as simple as that.
____

Think about the last article or media release that you read from start to finish: you may not have even realised how long it was! It could have been 2,000 words or more, but because you were finding it interesting or you wanted to know the entire message, you stuck around.

The biggest mistake you can make is assuming that people will only read three words and move on, because you begin by expecting your copy will fail from the start. Sure, make it concise! But don't cut yourself (and your audience) off before they've had a chance to become invested.  

For many products and services, long copy outperforms short copy by a significant amount. The golden rule of copy length is as long as necessary- nothing more and nothing less.

By this, I mean don't waffle on or go round and round in circles, but do cover enough to get your customer interested.

You can read more about this in my blog, Is Your Content Disappointing Your Audience?

This is why hiring a copywriter can be so helpful, because we do this day in and day out. We know when the point has been made and when it hasn't. Once the message has been conveyed and we feel the audience should get it by a certain point, we put a full stop, hit save and it's done.
____

Don't assume that people will only read three words and move on, because you begin writing by expecting your copy will fail.
​____
The key is writing copy that is interesting and informative to someone who actually cares. In essence, you shouldn't be looking at copy based on word-count, but on the content contained within to determine length.

But beyond that, here are some guidelines to help you.

The length of your copy can depend on three things:

  1. The Product: the more benefits and features that your product has, the longer the copy.
  2. The Audience: Certain people want as much information as they can get before making a decision. This is true when it comes to people using the Internet, and especially true with information.
  3. The Purpose: What’s your goal? Generating a lead for a service business requires less detail, but an advert or campaign which aims to make a conversion must meet all of the needs to the potential customer before they decide to go ahead.

Choose The Length That Works

The length of your headline and your copy will depend on whatever works for whatever you are selling.

This means that you will have to experiment and speak to a Marketing Copywriter who can help guide you with the benefit of years of experience across several different platforms, audiences, products and industries.

The ultimate question is: does more or less work better at producing the desired action?
____

You shouldn't be looking at copy based on word-count, but on the content contained within to determine length.
​____
Picture
How Can Melotti Media Copywriting Help You With Your Content?

At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!

If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
Click here to view the Copywriting FAQ page for all you need to know ​​​
    Picture

    Author:
    Christopher Melotti

    Copywriting and Marketing Aficionado.

    Picture
    Like What You're Reading?

    Categories

    All
    Book Review
    Business
    Communications
    Content Marketing
    Copywriting
    Customers
    Entertainment
    Growth
    Marketing
    Mentoring
    Personal
    Popular Culture
    Real Estate
    Seo
    Television
    Voice Search
    Writing

    Archives

    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    March 2017
    January 2017
    November 2016
    October 2016
    June 2016
    May 2016
    February 2016
    January 2016
    December 2015
    October 2015
    September 2015
    August 2015
    June 2015
    May 2015
    April 2015
    December 2014
    November 2014
    September 2014
    August 2014
    May 2014
    March 2014
    February 2014
    January 2014
    December 2013
    September 2013
    July 2013
    April 2013
    February 2013
    January 2013
    December 2012
    November 2012
    August 2012
    April 2012
    March 2012

    DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information. 

    RSS Feed

MelottiMedia.com.au
Copywriting, Content, SEO and Marketing Solutions, Sydney NSW Australia

​
info@melottimedia.com.au

Website by Melotti Media. (C) 2019 Christopher Melotti. All Rights Reserved

DISCLAIMER    PRIVACY POLICY    TERMS AND CONDITIONS
Copywriting FAQ
The Copywriting Blog
Copywriting Services
Contact Melotti Media
  • Home
  • Services
    • Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Printed Collateral Copywriting
    • Inbound Marketing Copy
    • Press Release and Data Privacy Copywriting
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Real Estate Copywriting
    • Medical Copywriting
    • White label Copywriting services
    • SEO Copywriting Services
    • Data Privacy Copywriting Services
    • Conference and Event Copywriting
  • Testimonials
  • Portfolio
  • About
  • Classes
  • Blog
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Marketing FAQ
  • Contact