Copywriting tips: FINAL comments on long versus short copy

Would you marry a woman after one date?

Would you buy a family home after seeing a few photos of it?

Would you buy a car without taking a test-drive?

Would you allow a doctor to operate on you without having some sort of x-rays or an MRI done?

If you’re like most (normal) people, you probably answered “No,” to each one of these questions, right?

Let’s talk about this, because the real issue related to today’s e-mail, has nothing to do with how MUCH copy you should use… and these questions are relevant to where we are going with this.

The debate over whether long copy sells better than short copy, has been around forever.

“Creatives” will argue that your buyer’s attention span is short, and you need to condense your message into a very quick missive.

Copywriters and armchair psychologists like me, argue that buyers need to have things thoroughly explained to them, before they can make a good buying decision.  Which, whether you realize it or not, is what’s going on in those four questions I asked you a few minutes ago.

However, the real issue isn’t either of these things.  The real issue is “How much” is enough, not “how long” is enough.

And just like you wouldn’t marry a woman after one date… you wouldn’t buy a family home without walking through it and sniffing out your surroundings… you wouldn’t buy a car without test-driving it… and how you wouldn’t allow a doctor to operate without other verifying exams, first… “selling” works the same way.

Your buyers don’t need to know a LOT, and they don’t need to know a LITTLE.  They need to know ENOUGH to make a buying decision.

And so it’s your job to give them everything they need to know, in a clear, brief manner.  Nothing more, but for sure, nothing less!

And unless you’re selling something very simple or quite well-known… this means they need a lot more than a logo and a couple of bullets.

They need details, tons of benefits, incentive to order, and a call to action.  Not to mention testimonials, guarantees, and a reason to take action now.

And I don’t know about you, but I sure as hell can’t get all this into a logo and a few bullets.

It’s your call, though.

Now go sell something,  Craig Garber

P.S.  The best example of long vs. short copy is my book, How To Make Maximum Money With Minimum Customers.  The book is 354 pages long and most people say they have NO idea how long it is because it’s like having a conversation with me directly.  Get it here — it comes with a LIFETIME Guarantee so you can make that decision for yourself

This month only: get 2 FREE issues PLUS these 18 (yes, eighteen!) Bonus Gifts (including TWO free copywriting critiques) — and discover why Seductive Selling NL is now read in 14 countries world-wide (watch the video and see all 18 bonuses)!

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If you enjoyed this, forward it on to a few of your friends and business associates.  And if you have any comments leave them here on my blog:

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 101 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)

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