05-05-2006
Does your product need long copy or short copy? (It just needs copy.)
When you’re creating Web copy, which is best: a long sales letter or a short one?
Among copywriters, arguments rage over this one. The people who love long copy say that you must toss in the answer to every question the site visitor may ask — you gotta put it ALL in, because you never know which benefit is important to that particular visitor.
The short-copy people believe that 90 per cent of your site visitors just want to know: what is it, what can it do for me, and HOW MUCH DOES IT COST? You’ll lose sales if you make them read Gone With The Wind, because that’s what they’ll be.
I say — it depends on the audience. In the meantime, long or short, put SOMETHING online to let people know the product is available. You can fine-tune later.
Technorati Tags: copywriting, long Web sales pages. short Web sales pages
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Angela Booth, top copywriter, author and writing teacher.
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