You’ve heard the previous cliché, “An image is value a 1,000 phrases.”

If this saying have been true in advertising and marketing, each touchdown web page would comprise blocks and blocks of photographs with little or no copy.

Oh wait! That’s Pinterest, not a touchdown web page.

You’ve most likely seen, the overwhelming majority of net pages don’t seem like Pinterest. They embody copy. And for good cause: Phrases promote merchandise.

Sure, photographs assist however, finally, a touchdown web page with solely copy will beat a touchdown web page with photographs and only a few phrases.

The query now turns into,

“How a lot copy?”

As a direct response copywriter, I’m biased, maybe, however my expertise promoting a variety of merchandise exhibits that long-form copy outperforms brief copy for many services and products.

Right here’s why it’s best to think about together with ample copy.

1. You’re promoting an costly services or products. Effectively-respected copywriter Gary Bencivenga sells DVD recordings of his copywriting seminar. The DVDs promote for $5,000. Attempt to promote these DVDs with brief copy and you’ll probably fail. So the gross sales web page offers 29,892 phrases of highly effective copy. It’s dense copy (as you possibly can see under) and there’s ONE photograph.

Even when the potential buyer decides to not learn all of the copy, the abundance of copy offers the product a way of significance. The reader thinks, “There’s loads right here concerning the product so there have to be one thing to this…”

2. You fulfill the potential buyer who desires loads of info. There are three forms of readers. One: the one who will look at photographs and captions and skim a bit. Two: the one who will learn a number of subheads, a number of paragraphs, a little bit of physique copy, and photograph captions. Three: the one who reads the whole lot.

In the event you consider briefly copy, you ignore no less than a 3rd of your readers. Or, to be extra optimistic, if you embody ample copy, you satiate the one-third of readers who need a ton of knowledge earlier than saying “sure” to your supply. If somebody is actually severe about your services or products and it’s costly, you CANNOT present them with sufficient info.

3. You’re promoting well being and diet merchandise. In the event you’re asking somebody to take a capsule, or have a voluntary process, or change their well being habits, you must persuade the reader the product or process works PLUS you must give them a way you could be trusted. I just lately labored for an organization that sells dietary dietary supplements. Lengthy-form copy ALWAYS beat brief copy.
4. You’re in a market the place there’s stiff competitors. If a consumer or buyer is selecting between you and one other services or products, there’s a powerful probability you’ll nudge forward of the competitors…since you took the time to offer extra copy and extra info.
5. You’re promoting a kids’s services or products. Dad and mom are at all times involved concerning the welfare of their kids. In the event you’re promoting a product within the kids’s market, you’ll want copy that earns the belief of the mum or dad…and this will take a number of thousand phrases.
6. Your product is said to cash and investing. Concern and greed are the 2 main motivators on this market. Plus there’s a hearty dose of skepticism. Readers are going to want loads of copy should you’re asking them to make selections that can straight have an effect on their monetary future.
7. You may overcome objections. When your readers are in your touchdown web page, they’ve objections. They may not like the worth. They may mistrust everybody in your class. They may want a strong assure. They is perhaps anxious concerning the high quality of the services or products. When you’ve extra copy, you possibly can overcome the basic objections and it will enhance conversion.
8. YOU management the move of knowledge. A few years in the past, I needed to purchase a brand new VW. So I went to the Volkswagen web site. Shopping for a brand new automobile is a large monetary transaction. Whereas I just like the VW web site, it’s a bit brief on copy. Right here’s the web page for the automobile I ultimately bought.

Not a lot in the best way of knowledge for a product that prices $24,000. So to get info, I visited a message board which is the informational equal of the Wild Wild West.

Even on the higher message boards, you’ll discover loads of info however a lot of it is going to be simply plain fallacious. When you’ve loads of copy, YOU management the knowledge.

10. An search engine optimization benefit. The major search engines robots feast on content material. Usually, extra content material, offered it’s optimized, offers you an search engine optimization benefit.

Lengthy-Kind Copy Should Be Effectively Organized

In the event you’re considering, “I’m going to plop down a whopping quantity of copy and that can remedy the whole lot” then suppose once more.

It’s straightforward to arrange brief copy. However there’s a problem with longer copy: pages upon pages of dense copy in unreadable fonts will ship your potential buyer to a different web site.

Individuals who consider in shorter copy vs. longer copy and say they’ve the information to again up their beliefs typically evaluate their brief copy to poorly organized lengthy copy. Nonetheless, in my expertise, well-organized lengthy copy produces greater conversion with many services and products.

Listed here are the keys to organizing that longer copy.

Copy components:

• An attention-grabbing headline.
• A logical argument with a logical move to the copy.
• Bullets and lists to interrupt up the copy.
• Subheads spaced each 150-250 phrases.
• A straightforward-to-read conversational model that’s enthusiastic with out hyperventilating.

Design components:

• Clear, readable fonts with loads of white house. On the internet, use sans serif fonts like Arial and Helvetica.
• Rigorously chosen pictures with captions.
• Crystal clear name to motion buttons.

This long-form touchdown web page generated over 13,500 gross sales. Observe how the copy and the structure meet the standards above.

It’s not a super-expensive product, however I’m assured a shorter model wouldn’t have produced the identical super-solid consequence.

Take a look at like loopy!

A part of me loves writing long-form copy. Typically, it’s simpler and extra worthwhile for me to write down short-form copy. (The latter is loads much less work.)

The important thing, as at all times, is testing.

Break up check between shorter copy and longer copy to find out which kind of copy earns you the best ROI. However ensure your long-form copy emulates what’s labored for others.