Shamail Ahmed

Long copy VS Short copy: Which Converts Better? It's a matter of taste, time and medium. Copywriting often falls into an unwelcome debate where it has to answer a controversial question. Whether the long copy is more result-oriented or short copy is the way to go. But sadly, in the end both sides face defeat. This question has been modified and presented so that we can get a definitive answer. It's like Messi or Ronaldo; you can choose one for your liking, but giving a bold claim on whose better can get you in trouble. Whether long or short, the copy has to accomplish a few goals. To, ● ● ● ● Convert visitors into customers. To increase sales. To bring traffic to the site through different mediums. To establish brand awareness. To accomplish this feat, we use the long and short copy. And yes, we have examples that have worked in favor of both. Like this one, Email Marketers should use short copy. It's hard to go against this claim. That's because it's partially true. The email medium is more accessible when short copy is implemented. Clients receive 10s and 100s of emails every day. They would greatly prefer to read the short ones first. But that doesn't mean that long copy hasn't found success in email marketing. However, it's considered the unlucky underdog in that regard. See… that's how it is. We didn't even scratch the surface and are in a deep copy hole. But don't worry, we will discuss and unfold all the misguided conceptions copywriting has to face until we get something that is decisive. Long copy provides answers and brand awareness Long scrollable pages mean more content. That's the philosophy that has helped social media platforms like Instagram and Facebook. Readers or users tend to stay on a page for much longer if they believe the content is too strong to leave. This is a good case for websites running on ads. It would improve their impression rates, CPC, and bounce rates. But for a brand to succeed, they need sales. And to get those sales, a robust long copy might work. Established brands like Apple, Tesla, and Netflix can easily get away with writing a short copy. That is because they are popular, successful and getting better at it. These brands know what they offer, and a cleverly placed line can get customers excited. But as a startup, your audience will come hard on you. They will have questions, objections, and problems with your pricing. This is where your long copy will come in handy. Your long copy will, ● give your potential customer all the answers. ● Showcase your product and its features. ● Stress on why it's unique and pricey (if it is). ● And call to action to make them buy. A long copy gives you room to speak, convey and breathe a little. Because as a startup, convincing your audience and eliminating their fears is essential and can be adequately done with a long copy. Here is an example of Epic Games homepage, which is long but gives enough valuable content to keep you busy. Short copy is more effective where it matters (Don't write more to qualify as a long copy) Having a short-length copy does not mean failing with sales and customers. What matters is your copywriting skills, choice of words, and ability to convey the message. And trust me, a great writer can do that even with fewer words. Long copy succeeds on its playing fields. But short copy shines on platforms that offer small spaces like email banners and social media ads. They are optimal for companies that are well established and looking to expand with sharp marketing. Short copy helps tremendously in demanding action from your readers. When an average person scrolls through countless social media content, they give a specific time to every feed. Even though the post is striking and addictive, it won't get more than 2 minutes. That is the way our mind works, knowing that there is still a lot to cover. So, when you write a lengthy copy for a Facebook ad, remember that the audience will not give much time to your post. The youtube ads that play more frequently before a video are skippable after 5 seconds. And we'd wish we could skip it earlier. So it's sometimes better to unapologetically choose short copy when dealing with mediums that support it. Where should we use a long & short copy? It mainly depends on the medium you are working on, the requirements of the client, or what aligns with the overall marketing campaign. Honestly, there is no clear winner. If you are working on a new business that needs recognition, surely go with a long copy. If it's an established one, write a clever and concise short copy that catches the eye. And when it comes to Instagram ads, Facebook ads, and Tiktoks, it is a gamble. But the best bets are on the short copy. Before choosing a plan, give it some thought. Keep in mind who you are writing for, what is the platform and of course the product. Remove the word count meter when writing a copy Bob Bly put it best when he said that the length of your copy should depend on "the product, the audience and the purpose". Others may argue that it should depend on the price of your product. The higher the price, the longer the copy. This analysis clearly shows that a copy shouldn't be written with a predefined objective on its length. The product, its audience and intent should be clear at all times. Stop counting the words and write a copy that gives your audience enough information about the product and answers all the complexities. The following Avis ad perfectly encapsulates this point. Have a look, Who could have imagined that a car rental ad could be this clever, funny, and attention-grabbing. The above ad is simple yet charming. It's neither long nor short but in the middle. It gets the message across and attracts some new eyes. The tone helps in eliminating the corporate attitude and promises a friendly exchange. These types of copy require time and creativity. Maybe that's why we don't see them anymore. Your copy shouldn't be limited to a length metric. It requires selecting the right words and a voice that is unique and resonates with your audience. The video makes your copy Better People will get tired of reading, but a good 2-5 minutes video will get their attention. But it doesn't mean that you don't have to write. A good video requires a good script. So many companies today have modified their website copy with a little video that represents them, what they offer with all the clients objections. Most of them are witnessing massive growth. The video can have all the features of a traditional copy, ● ● ● ● ● A company introduction Their problem-solving product/service Features of their product/service Answering all the objections Call to action and testimonials Like a copy, a video must be creatively and uniquely woven into its running time to incorporate all these elements. So which one is better: A matter of perspective (People read what's attractive to them) With so much copywriting material, people only read what seems interesting to them regardless of its length. If you want to write a long copy, go for it, as long as it is clear and concise. The best marketing copy is what keeps the audience interested. Where every word, sentence, and paragraph conveys value.