We can’t be dogmatic about copy length. But how much is enough? We share the secrets to deciding when to go long and when to cut it short.
Long or short? Not your morning coffee. But like that caffeine hit, sometimes you need to choose: a big boost in a small dose or a slow sip for lasting effects? Should you deliver your message using long or short copy?
Well, it depends. Both forms have their merit based on your communication goals. Think of them as tradesman’s tools. A hammer isn’t better than a saw; they just have different uses.
So, how do you know whether to go all out with long-form copy or reign it in with short-form? Here are our thoughts: When to go long
Despite the common belief that it’s all about speed and short copy is always best, there are still many reasons to use longer communications. Marketing experts found long-form copy (over 1,500 words) ranks higher in search, can increase conversion rates and is more likely to be shared on social media than its shorter counterpart.
Other reasons to go long-form also include:
Describing expensive products to persuade a purchase
Writing detailed explanations about technical topics or highly-specialised products
Proactively addressing common audience objections.
But this doesn’t mean ‘add fluff’. Don't use unnecessary words to make up the word count, it’ll dilute the impact of your message. Also, remember, readers scan screens in an F-pattern. So, emphasise your key messages by using summary points and sub-headings.
When to cut it short
Like a strong espresso shot, use short copy when appropriate. Go for impact, not length, when describing basic products and simple topics. Any time you don’t want to distract your readers with lots of words, keep the copy short. Bear in mind; the content length can also depend on the channel. Most social media platforms have a character limit. Also, you may need to keep it short for printed material.
Still undecided?
Here are some things to consider:
Track engagement levels. See if audiences on a particular channel respond better to long or short-form copy.
Lock-in your goal. Do you need to share detailed information, persuade customers or just include the basic facts?
Account for resources. Producing great content that hits the mark—no matter what length—requires time and expertise. Does your team have the skill and capacity to deliver what’s needed?
When it comes to copy length, getting it right boils down to your goals, channel and audience. Consider the advantages of both types of writing to see what works best. About Victoria
Victoria believes that great communication has the power to change the world. She's passionate about helping organisations to lift their profiles, inspire action and achieve remarkable results by crafting and delivering their stories and messages in a clear, compelling and persuasive way. If you've got a question about how to produce high-quality communication plans or content, you can contact Victoria here or connect with her on LinkedIn.