Why Long Copy is Still Effective for the Right Products and Services

There is a school of thought that people don’t read anymore.

I couldn’t disagree more.

Yes, we are all busy.

Yes, we are inundated with more messages than even a superhero can tackle.

And yes, we don’t have time to read everything.

However, we make time for that which we want to make time for.

That includes reading.

As John Caples said, “If your ad is interesting, people will read all the copy you can give them. If the ad is dull, short copy won’t save it.”

If someone skims or quits reading before getting to the end, they probably aren’t your target audience. Or they’re not ready to buy. Or the copy doesn’t hold their attention.

“Ugh. Look at how long this email is,” Jessica showed me her phone as she scrolled down further and further. “No one reads long copy.”

“Sure they do,” I said. “If you have the right audience who wants to read what you’re writing about.”

She shook her head. “Short is the only way to go. You get in, say what you have to say, and get out.”

“What if it takes three pages to say what you have to say?”

“Then you’ve overwritten. You have to edit it down.”

I watched her continue to scroll.

She paused every once in a while, then scrolled again.

“Why do you keep stopping?”

“To read the subheads. See, this is how people go through long copy. I think it’s a waste of time to spend hours writing something no one is interested in reading.”

“If long copy doesn’t convert, then no company would ask a copywriter to write it.”

Jessica looked up from her phone. “That’s a good point.”

“I personally love long copy,” I said. “It’s nice to write without a word count restraint, use my researching and interviewing skills, tell great stories.”

“Not me. I’ll take a short, quick assignment any day. Emails, social media posts, those are my happy place.”

I wasn’t going to do it, but here was my opportunity to try to persuade another copywriter to give a lengthier piece of writing a chance.

“You know, Jess, reading long copy is a fantastic way to study copywriting techniques. You can even put it in your swipe file.”

“You’re just trying to get me to take the time to read this stuff.”

“No, I’m saying that you can learn something from every piece of copy you read.”

“Do you read everything you get?”

I shook my head. “I pick and choose what interests me. Just like any other consumer.”

Jessica leaned back in her chair. “You know, you’re an anomaly. But it’s a good thing there’s someone in the world who thinks long copy is worthwhile.”

I had to smile because I’m glad there is someone in the world who would rather write those short pieces.

I love long copy so much that I took a course from Sandy Franks, Copy Chief at American Artists and Writers Inc. (AWAI). It was thrilling to be mentored by one of the best direct response copywriters, and what I learned is invaluable.

Long copy is unique because it must be compelling enough to keep the reader’s interest through thousands of words.

I won’t lie—it isn’t always the best way to market. Sometimes short copy is called for.

But here are three times that long copy is more useful:

To Build Credibility

New companies are popping up all over the place.

And sadly, new companies are failing every day.

It’s hard to know who to trust.

Long copy can help.

It can introduce a startup and build credibility. It can nurture a new relationship. It can give people the confidence that the company has quality products and services that will solve their problem.

You have room to get personal. Tell the story of why the company exists and trigger an emotional connection. Tell about how you listen to customer feedback to improve and increase your likeability. Tell them why you’re different from the competition.

This bit of education creates a positive perception and adds to your trustworthiness.

To Aid in Understanding the Product or Service

Long copy is helpful when introducing a new product or service or explaining a technical product or service.

It gives you the space to add details and critical information to educate the reader, so the buying decision is easy.

You can include a lot of testimonials, you can ask and answer common questions, you can explain benefits more fully.

It breaks down resistance by making the reader comfortable that they have learned enough and need the product or service.

To Counter Price Objections

It’s well known that long copy beats short copy when the product or service is expensive.

People want to make wise purchasing decisions when they have to lay out a lot of money. There is a voice of doubt in their head, and the way to silence that voice is by quelling their worries and concerns.

Long copy can do that.

Today’s customers are savvy, and many have had bad purchasing experiences. That’s a tough combination to conquer.

But through long copy, you can cut through the objections.

You can focus on the value of the product or service and not the price.

Let them know why they need it. Write about every benefit the customer will receive.

Eventually, you will have to talk about money. If there’s a discount, you can explain why they’re receiving it. If there is a payment plan, let them know.

The key is to use as many words as necessary to overcome the objection.

As you can see, long copy still has its place in the world.

And if well written, it will attract the attention of the right people.

My friend Jessica surprised me with a message. She thought about what I said and read every word of the next piece of long copy she received that interested her.

Even though she still prefers to write short copy, she decided she’s not opposed to reading, and learning from, long copy.

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About Joanne Hirase-Stacey: I am a freelance copywriter who loves to write long copy. If you are interested in discussing your next long copy project, connect with me and message me on LinkedIn or email me at [email protected].