On the AMA (which blew up) I did a few days back I got a lot of DMs about "how long should my copy be!" I don't really reply to DMs so I wanted to do a quick post about this for anybody that's interested.
For example, I write long, long copy for clients (sales pages that can be upwards of 7,000 to 10,000 words) and people will say "How do I get my copy longer!" but they're missing the point.
The general rule is this: Your copy should be as long as it takes you to convince your prospect to buy what you're offering - no more, no less.
Some people on here have products that are more or less impulse buys or products where a simple list of stats will do. You obviously don't need to launch into a 5,000-word sales page to sell a cool watch or a cool hat.
I'll use an example of a buddy of mine who sells these really cool mandala bracelets. He noticed he was seeing ads for them all over the place on Facebook and they were being advertised for something like $20 to $25.
But, the Buddhist monasteries in Thailand will often sell similar bracelets that they've blessed. They sell them to raise money for the monasteries and they usually cost about 20 baht (less than $1).
So he had the bright idea to make a deal with a few monasteries, get a bulk of these bracelets, advertise them online with a similar $20 marked-up price as the others he'd seen, and kick back some money to the Monks, who by that point will be making MUCH more for their bracelets - win-win for everybody.
So how much copy would it take to convince someone to buy these bracelets?
1,000 words? 2,000 words? 5,000 words?
The key to good copy would be to put your BIGGEST benefit / promise on the headline. You want that front and center. Then you want to work down from there.
So in this case, the biggest selling point of my friend's bracelets is that they are blessed by actual monks. The second really big selling point is that purchasing these bracelets directly benefits those monks and their monasteries. The third big selling point is that they are hand-crafted - on site - at these monasteries.
So now, you'd need to use these three primary differentiating selling points to convince people to pay $20 plus shipping for these bracelets.
So maybe you come up with a headline like...
The Buddhist Monk Who Made And Blessed This Unique, Hand-Crafted Mandala Bracelet Thanks You For Your Purchase
Obviously this is off-the-cuff, but what I've done here is put all three selling points DIRECTLY into a headline while at the same time putting the prospect into a "buying mindset" and ALREADY making them feel GOOD about a decision they haven't even necessarily made yet.
I've also provided what Ogilvy would call "story appeal."
And I've done it in 18 words.
You could have a short video of the actual monk saying thank-you, or a picture of him holding it - something vibrant and eye-catching. Then you could continue...
"This is [monk's name]. Every day, after his morning rituals, he sits down and begins stringing beads made out of [material] found in [specific location]. It takes him about two hours to create [x amount]. Why does he do this? There are two very important reasons...
First - it's to help bring good luck and fortune to people all over the world. Because, you see, [monk's name] blesses each individual bracelet with [name of Buddhist blessing/prayer] which is believed to bring [specific benefit, benefit, benefit] to the one that wears it.
Second - it's because the sale of these simple bracelets, made with love and blessed with an ancient Buddhist prayer, help fund his gorgeous monastery, where many others may come, stay, eat, and pray on their path to enlightenment.
When you purchase [brand name] mandala bracelet, you're not just purchasing a piece of jewelry. You're directly helping [monk's name] fund his monastery. Your feeding hundreds of monks, housing them, and clothing them.
And every day you look down at your wrist, you'll be reminded of [monk's name] and the good fortune he wishes for you...and the good fortune you've brought him with your purchase.
Today, when you click the button below, you'll not only receive [brand name bracelet] you'll also receive a copy of the prayer that was used to bless the bracelet in both Thai and English translation along with the history of this prayer. You'll also receive a thank-you note from the monastery itself, all delivered straight to your door in less than two weeks - guaranteed."
That right there is just a little over 200 words and would be about ALL you needed to convince targeted traffic to buy your bracelets.
Now...I don't actually have a friend who did this. I just made up this business idea. But I'm using it as an example.
The issue here is that many people think they need to just come up with a catchy slogan and a few bullets and leave it at that. They think the shorter the better and will argue your head off all day why "nobody reads all that anymore!" (which is categorically false because the sales data will just prove you wrong every time).
Others would think they need to go LONGER because "the longer the better because I read in X, Y, Z 60-plus year old direct response copywriting books!"
But neither is right. You provide as much copy as is necessary to convince your target audience to purchase.
Higher-priced items / services or membership model services will take more convincing. You'll need to overcome LOTS of objections, build-up LOTS of value, prove LOTS of claims/benefits and so on. That's why some sales pages are very long.
DO NOT be afraid of long(er) copy. But don't feel forced to make it too long because some direct marketing book told you "long copy works the best!"
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