How to Create Sales Writing That Works – Lesson 2: Brevity Vs Long Copy

I think every one of us is guilty of ‘over writing’. Sometimes we just get into a zone where the creativity is flowing and we just CAN’T stop writing.

 

At times, an occasion will lend itself to lengthy copy; at other times something short, snappy and to the point is called for. The trick is learning when which one is appropriate.

 

Many people think that important subjects call for long-windedness. WRONG. Most sales copy requires short, succinct, compelling copy that will grab your reader, shake them by the collar and tell them precisely what they should do.

 

To be a great sales writer you must learn to be ruthless and cut your copy to the bone.

 

BUT, there are times when long copy is preferable. For example, in the field of direct marketing – believe it or not, people do actually read those long press ads that you see and those multi-page sales letters.

 

One famous example of long copy in press advertising was an ad for Merrill Lynch. It took up a whole page in the New York Times – seven columns, tiny type, no pictures and a total of 6,540 words! Guess what? It drew in 10,000 requests for a booklet mentioned towards the end of the ad.

 

The moral of the story is what matters the most is how interesting your copy is to the reader NOT its length.

 

Just remember if you are writing long copy plan, plan, plan. If you don’t you’ll bore your reader and lose them forever.

 

 

Sally Ormond

Freelance Copywriter

 

Helping SMEs cast off their marketing frustrations