There’s no doubt long form copy sells.
It’s just really, really annoying.
Whenever I get a traditional sales email or (increasingly rare) letter – you know, the ones that go on forever with testimonials, case studies and reasons why I MUST BUY NOW – my inner writer winces for my profession.
It just all feels so… dirty…
Yet, if a client asks me nicely, of course I’ll create something similar for them. Because, even though attention spans are steadily decreasing, this kind of copywriting still outperforms short sales copy for most brands.
Even though, if you did a quick vox pop on any street, most people would say they hate this kind of marketing.
So why does long copy still work?
When a product has a hefty price tag, as a copywriter you need to craft a compelling reason why customers should buy – and this often just can’t be done with short copy.
Long copy still works because customers sometimes need a lot of benefit-driven information to help them decide on a purchase. Some won’t read much of your copy before they click buy. Others will take the time to read every word – twice.
It’s about catering to as many buyers’ needs as you can in one fell swoop. Address every pain point or deterrent you can think of to buying and your conversion rates will go up.
But it still feels icky…
Enter hybrid copy…
I think hybrid copy is the perfect solution to the heated long form/short form copy debate. It’s got all the persuasion power of long copy with none of that sinking feeling.
So when I received this poster about why hybrid copy works in my inbox, I gave a little cheer.
In fact, I printed it out immediately and posted it on my office pinboard for future reference – and to remind myself there are effective alternatives to long form writing.
And I’ll definitely be sending this on to clients, colleagues, basically any one who will listen.
Thanks CopyHackers for making my day.
PS. If you’re a copywriter or a start-up and haven’t checked out the CopyHackers website yet, you really, really should.