FunMarketer Lesson of the Week

Craig, where do you weigh-in on the debate between long and short copy?

The FunMarketer answer:

Our ongoing discussion on Brevity in Marketingleads to a good question: how many words is “just right” for good advertising copy?

OK, part of finding your marketing voice is making each word count. For most of us, this means slicing the number of words we use. Think Gettysburg address. But after we hone each phrase and sentence, then what? How many words do we need? Is the briefest copy always best?

No, of course not. Copy length depends on:

* the medium you are using – TV? Radio? Direct Mail?
* the product/audience combination – Tech-savvy B-B niche audience? or retail signage?
* placement in the overall advertising package.

For example, a Direct Mail Package aimed at a consumer might contain a 1,500 word letter, a 600 word brochure, and a 45 word lift-letter.

And the five most important words might be the teaser copy on the envelope. Think those aren’t critical? We’ll, the prospect will never see your brilliant 1,500 word letter if your five word teaser copy doesn’t tug them inside the package.

There is no ‘magic’ number.

Good Luck as you develop your own voice and sense of timing.

Call me for more ideas at 402-423-2444 or email me at funmarketer@marketinghawks.com

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