How To Be A Copy Magician

Rabbit in hat The argument was just about at flashpoint when I arrived.



Suddenly I was cast as the referee of the bout, a role they
would not grant me if they were not wrapped in exasperation.



This always happens when I invite Rick, my Direct Marketing
Guru friend and Rob, who is known as The Branding Guy to join me for lunch.



Both of these guys are consummate pros. Their problem is
that they have totally opposite viewpoints about copy and how long it should
be.
Theirs is a debate that has been going on since the two schools of thought
came to be.



Fortunately both of them know they are right.  And wrong.



Rob opened with, “This fool is doing it again. He claims
that long copy is always better when he knows that is just not the case especially
for anything on line.”



Rick spat, “I know nothing of the sort. Every time you put
good long copy up against short copy the sales are higher.”



“Enough,” I said. “You guys drive me nuts.” You know you are
both right. And Wrong. This argument goes back to the Stone Age I think. I am
so glad we live in times where we can test the arguments. This is not like
pulling a rabbit out of a hat. The magic here is in finding what works.



Would you agree that what each of you usually try too
accomplish different objectives?



No, No, No. All I want at the moment is a yes. Skip the arm
waving. I am not going to look at your lovely assistant. I’m not going for the
magic act from either of you.



The way I see it is this:


Short copy is good for differentiating, memorability, and
generates awareness over time because of repetition.


Long copy must include the elements of short copy to be good
but requires more information as it is a often a one-time event.



Online, both are required but because copy there is measured
in click throughs and actual purchases long copy usually wins. BUT good short
copy will beat bad long copy every time.



The average content length for a web page that ranks in the
top 10 results for any keyword on Google has at least 2000 words.
And the higher
up you go on the search listings page, the more content each web page contains.



Want more back links from your blog? Use long copy. The same
pattern prevails
.”



Learn how to extend your copy in an upcoming blog.