Long Ad Copy or Short Ad Copy? Depends upon What You are Selling
While most people jump to conclusions and speculate, we choose to follow the research on this long-debated topic. The general rule of thumb is that the more expensive and complex your product is, the longer your copy needs to be. Most expert copywriters agree that ad copy needs to be as long as it has to be to present the full story about your product. Sometimes this is 200 words, and other times it can be 5000 words.
If you have the time, we highly recommend you listen to the audio and read the complete study at marketingexperiments.com. Below is a brief excerpt from the study in which the authors summarize their findings:
Again, long copy outperformed short copy; this time by an even greater factor of nearly four to one. Our ROI was a dismal -66% for the short copy page and a very respectable 50% for the long copy page. In general, long copy offers the following advantages:
1. Your visitors will have most of their questions answered and will have less anxiety about ordering from you.
2. Long copy can reduce customer service by qualifying your customers to a greater degree.
3. Long copy with bolded
