Who doesn’t love a good ‘ole debate on whether short copy works better than long copy? I’ve written lots of content in my career, across many platforms and industries, and both long and short. It’s safe to say one isn’t materially superior to the other.

The most important thing is how effectively the copy helps a reader make the desired decision. Short copy can also serve a different purpose than long copy, and each comes with its own set of drawcards.

So, what length should you go with? Well, the best approach depends on your audience, the offer, and the overall context. If you’re not sure which way to go, let me break down why short copy may be the ideal option right here in this article.

Reduces Cognitive Load

If people’s attention spans are shrinking, then shorter copy may serve an important purpose for you. When a potential customer lands on your website, they’re making a decision on whether it’s worth their attention. The more information they have to process, the harder it becomes, and they’re more likely to give up altogether and just leave.

Most Buying Decisions are Simple

Don’t overcomplicate things just for the sake of it. Not every purchase requires extensive research; sometimes things are bought on a whim. This is especially the case for lower-cost products/ services that come with minimal risk. If this is your business, readers don’t typically need a lengthy explanation!

Clarity is Better Than More Words

Longer copy isn’t going to be automatically more persuasive. It can actually be the opposite, where clarity is key and a strong conversion driver. Stick with the basics: a clear headline, a compelling value proposition, and a driving call-to-action. If it’s easy to understand what you’re offering, you don’t need excessive copy.

Distractions Everywhe…Oh, Look a Bird

People are exposed to more content than ever before. This comes in all different formats as well, from emails, ads, social media, videos, notifications, and more, and they’re all competing for attention. Because attention is so limited, concise copy that hooks a user will usually perform well by delivering key information quickly.

Shorter Copy Forces Better Writing

When you’re limited on space, every word needs to pack a punch. In turn, this leads to stronger messaging because unnecessary information and waffle get removed. Copywriters have no choice but to focus on the most important benefits, objections, and outcomes, as opposed to filling space with repetition.

The Ideal Copy Length = The One That Answers Questions

The debate between short vs long copy tends to miss the most important point: conversion isn’t about length alone! The most effective copy always answers all the questions a reader needs to know before making a purchase decision. 

This could sometimes be a few paragraphs or several pages. The goal isn’t about writing a certain length; it’s about providing the right amount of information for your audience and what you have to offer them.

Short copy, long copy, I’ve done it all! No matter your goals, I can help create copy that appeals to your target audience. If you’re ready to get the ball rolling, shoot me a message, and I’ll be in touch ASAP.