Copy: The long and the short of it

April 28, 2009

As you plan your marketing campaigns — e-mail and print — you and your team face the old question of using long sales copy or short. There are theories that support both. In truth everyone is right. Short copy will work for a large portion of your customers, while long copy is occasionally needed. A large majority of customers, the one's that your CRM has directed you to mail to, will be swayed by short copy. Short copy simply describes a product, tells the price and leaves the sale dependent on the customers existing need. In reality, these customers already know that they need this product and all you have to do is convince them to buy from you. Long copy influences those customers who are not sure that they need your product at all. They are really just “window shopping.” The use of testimonials and repeat expounding of the products near-miracle properties are the only things that will tip them towards buying what you are offering. Long sales copy is rarely needed in established business venues. A good CRM completely eliminates the need for its use. Long copy may be needed with a brand-new product; something that is completely revolutionary and new to the general public.

Do you have any other ideas about long and short copy use?


Jerry's picture

About Jerry Brisinger

I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.

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