Alright fellow marketers, this week’s topic is all about length – of copy that is. How many words should your email be? How long should a sales letter be? My Mom routinely writes sales letters for her clients that are 16+ pages long – oooh I can see you wincing and asking “Isn’t that too long, does anyone bother to read that much nowadays?” Let me clear up some confusion, and perhaps remove a little mystery, from this whole copywriting process. In fact, lemme ask you a question: have you ever been glued to a book that you couldn’t put down? Maybe dinner was on the table, or (in my case), you had a giant bone waiting for you, calling your name… but you still couldn’t put the book down because you were glued to the pages?
You did? Great!
And did it matter whether the book was 10 pages or 500 pages long?
I didn’t think so.
When you’re glued to reading something – you’re really glued. Transfixed I call it. You could have one of those darn squirrels come and tap on the window and dance a little Irish jig in a tutu but you’d still be oblivious to it.
The same goes for writing great copy. It’s a compelling read. Your prospects just can’t put it down.
So then does it matter whether you’ve written just a few short paragraphs or a 30 page special report?
Heck no. As long as it grabs them by the eyeballs and doesn’t let them go ‘til the end.
So here’s the bulletproof copywriting formula my Mom was talking about to decide how long your copy should be:
It should be just as long as you need to tell your story, build momentum and desire, and ask for the sale. No longer, no shorter. Sometimes that might take a lotta pages. Sometimes just a few. It’s not the length that matters – it’s the quality of what you’ve written. Your prospects will read it – no matter how long it is – providing it’s interesting and relevant to them.
Ruff! I think I’ve doubled my word quota for this week.
Talk to ya next week.