Direct Mail Printing and Direct Marketing Post Cards information: Another exception to the long copy means death to your mailing rule is hen selling subscriptions to magazines or newsletters, a letter longer than one page usually works best. People want to feel the style of the newsletter, or subscription, get a taste of the magazine. In this instance, long copy sells. If you have an extraordinary amount of customer benefits, instead of weaving them into a long letter, consider listing them using bulleted copy. A mail list format is usually tolerated more than paragraph style copy for heavy selling of a longer number of items.It will keep your copy from appearing overly long. If you can show the benefits in a list form in an attractive way, there is another reward: bulleted lists have high readership in DM (Direct Mail) packages. If you still believe you want to go out on a limb with your writing and use long copy, go ahead. If I haven't talked you out of it by now, I guess I won't.
Take your best shot. Just make sure it's interesting. Make sure even your family and friends will demand to read all of it. If you left out a page, they'll call you and ask for it. The final verdict: long copy can be the most persuasive - IF - and that's the big if - you can get recipients to read it. That's the real danger. Long copy gives you the opportunity to tell the whole story, give more user benefits, and more reasons to buy.
About Direct Mail PrintingIf the writer is skillful, long copy definitely can be more effective. You simply have more time to entice your customers. You can paint a better, clearer picture. You can overcome every objection, and state every possible benefit in long copy. So, in answer to the question, "What works better, long or short copy?" The real answer is, long copy can work better. But the real question is, can you make it work better? |
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