The Long and The Short of It

Here's a debate: long copy vs short. Which pulls better?

Direct marketers have maintained for many years the efficacy of long copy: "The more you tell the more you sell."

But this advice doesn't sit well with image conscious (re. branding or awareness) marketers: "Please keep it short and sweet," they'll say.

You might ask, which pulls better? But there may never be a definitive answer that will please everyone. It's very contextual. I have seen clients go crazy at the idea of too much "verbiage" (the very use of the word giving you a clue to their feelings). Others cannot refrain from adding more to each paragraph until a fortress of compounding words has emerged. In both cases we must work to open them up. The right solution is likely to be a bit different than what the client may be thinking.

So, here's the long and short of it: always use the right words and the right length. No more, or less.

The right words must express themselves completely, in the right way. If it's a one step selling process (classic direct mail), you need the reader to make a decision. Every bit of language must act to overcome any resistance the reader may have, and the offer must be so appealing that the prospect wants to act (once convinced of the value and suitability of the provider). This kind of direct marketing takes some very good copy and copy length to achieve results.

Then you have the marketer who seeks to build impressions and brand preferance over time. Awareness advertising does not seek (in the same way at least) an immediate sale. The famous appeal by Nike for example, "Just Do It," is all the copy that fits. The right words were very short indeed.

What's right for your campaign, message or direct response effort? What will reflect the quinessential uniqueness of your brand? Are you intending to launch an email marketing campaign, with a commitment to regular publishing and website integration? Or, are you planning a more traditional use of advertising in order to build awareness, visibility and brand equity?

All of the above goals are quite legitimate and worthy. It is important not to confuse methods and goals. Keep it straight. Know what you want and how you are going to achieve what you are setting out to do. Understand your customer and the context in which they will encounter your message. If you do these things you won't have to worry so much about long copy or short copy.

The right copy will emerge in these conditions, if you let the right people and the right thinking prevail.