Is a Lot of Copy Okay?

April 14, 2016

Tired of everyone telling you that you have too much copy on your postcard? As an owner or sales representative, it is only natural that you want to shout the benefits of your product. However, there are several factors that should be considered when deciding the amount of copy that goes on each marketing piece.

Writing for the sake of writing is a waste of time, and the result is usually a lot of mumbo jumbo. Focus on strength not length. In school, you could not argue the 500 word minimum set by your teacher. But when it comes to marketing, once you’ve gotten your point across — there is absolutely no sense in extending ad copy.

However, there are special circumstances when more writing is required. Objections from the client is one of those. Begin by addressing the objections from the client, and write to overcome them. Typically, products that are more expensive, informational, innovative, or technical in nature benefit from an increased amount of copy as well. For products or services that fall into these categories, longer copy is increasingly beneficial. A study by CrazyEgg proved that in these cases longer online copy actually converts over 30% better.

If your last MLS description was for a $1.5 million house, you’ll need more than three sentences to properly engage your audience. Now, if you have limited space on a postcard, keep the additional copy online and not on the postcard.

Why it works? It is important to have all the pertinent information that most people require to make the final purchase decision. While some won’t read the entire copy, others will. The key is to understand your audience, and give them exactly what they expect.

Of course, copy that is not visually appealing is less likely to serve its purpose.  This isn’t the time to use a hard to read font, multiple colors, or lots of exclamation marks. Copy has to flow and be easy for the reader to digest. With the use of good typography, more extensive copy can hold your audience attention for longer — which after all is your intended goal. If you can keep your audience interested longer, you’ll increase the chances of getting them to act.

Long copy can help a brand increase trust, avoid objections, and provide a better understanding of the product or solution. Long copy helps in convincing your target population. Again, this doesn’t mean just add copy; bad, irrelevant or boring copy won’t accomplish anything.

Make sure that ever single word is packed with punch.