Long vs. Short Copy: Which Works Better?

I’ve heard so many times: Short copy is better than long copy because no one reads anymore. But is this true? It seems to be a commonly held belief in marketing, especially among those who don’t test their copy.

Although the average attention span is shorter nowadays, people still read what matters to them. And they will read what you have to say, even if it is long, when it gives them important information they need or doesn’t bore them to death.

When to Use or Not to Use — That is the Question

The truth is both long and short copy have their benefits and disadvantages based on the context in which you use them. There’s actually no universal rule that can be applied to copy length.

That’s why it’s so important to test the response rate. But there are some guidelines you can follow to help you decide which one may be more effective.

Should I Use Long Copy?

Long copy can help you overcome more objections. It can also give you more of an opportunity to strengthen your argument.

Here’s some instances when using long copy may be better:

• For high-priced products that require more of a commitment to purchase
• For information-based products that need to showcase quality
• For site visitors that have little to no awareness of what you offer and how it can help them
• For technical products that require an explanation

But be careful. If your visitor is ready to buy and doesn’t need much convincing, long copy may get in the way of completing the sale or other action that you want them to do.

Should I Use Short Copy?

You only need as much copy as it takes to be persuasive. Any more and you risk putting your visitor to sleep instead of helping them to buy or complete another action.

Here’s some instances when using short copy may be better:

• When your visitor is already aware of what you offer and wants to buy now
• When the format of your copy demands it (e.g. postcards, dialog boxes, Twitter, Google AdWords etc.)

Sometimes you can fall in love with your own copy and don’t realize that you’re turning off your visitor. Take out any points that aren’t focused on helping to convince people to make a purchase.

What Works Best?

The short vs. long copy debate doesn’t have a black-and-white answer. The truth is that the answer is: it depends. The length of your copy is based on the awareness level of your audience and what goals you want to achieve.

Find out what works best in your situation by doing your research and testing. Fundamentally, it all goes back to that old saying — your copy should be as long as it needs to be and no longer.

When has long or short copy worked best for you?