Writing short-form copy requires different skills than writing long-form copy. Fortunately, those skills can be learned.
Christina Gillick, former Wealthy Web Writer Reality Blogger, has loads of experience writing short copy, from PPC ads to email promos to home pages.
Christina shared her tips recently with a group of Wealthy Web Writer members and Managing Editor Heather Robson. During the discussion, she showed examples from many different websites. You can view the entire webinar HERE.
Long vs. Short Copy — How Do You Decide?
When are you better off using short copy? Deciding factors include:
- The product price
- Your goals for the copy
- What medium you’re writing for
- Plus, lots of other considerations
Generally, the more expensive the item you’re selling, the longer the copy. Along with the higher price, comes a greater need for proof, and for overcoming objections.
Your goal is another important consideration. If all you want is an email address on an opt-in form, you don’t need a lot of copy. If your goal involves a larger commitment, you’ll need to write longer copy.
Sometimes the medium dictates the length, like Twitter, for example, where you’re limited to 140 characters. “Knowing how to capture attention in just a few words is very valuable,” Christina assured us.
Other factors might include your target audience. Some audiences are happy with a few words, while others expect longer explanations. How much do you need to explain about the product? A simple product everyone already understands doesn’t need as much copy as something new, innovative, or complex.
Ultimately, your copy should be just as long as it needs to be, and no longer.
Can I Make a Living Writing Short Copy?
Some web writers are concerned they’ll shortchange themselves if they focus on short copy.
Christina believes that’s not
