When You Need A Long Copy
Many a times, a long copy proves to be more effective than its short version. A short copy is easier for you to write and aims an at dispensing the major facts that your visitor might be interested in before he makes a decision.
However, it is different with long copy. long copy aims at engaging the reader for a long time. Longer the reader stays on your website, better are the chances that he would convert.
But the key is longer stay.
For this the copy needs to be engaging and enticing. You cannot just repeat or stretch the content to make your copy longer.A longer copy needs more content to be written and arranged. Because the long content can lead to a boring reading, you need to make it more presentable and interesting than short one.
Avoid Verbatim Repetition
Often I come across copies which are repeating the same phrases over and over. Hello? Do I seem stupid. I understand a thing if it is written once.
You might need to emphasize few things but that should be done in different format and different language. You can make a separate table along with main page content to emphasize.
Remember! You are going to target visitor of average and above average intelligence. Do not make them feel stupid by your presentation. If you do that, your visitor would click exit button fast.
Keep It Narrow
Keep the column width reasonably narrow. The human eye finds it more difficult to track from the end of one line to the beginning of the next if the column is wide. Its going to be a long copy. You do not want your reader to have a neck sprain (due to frequent left and right movements) to read your content before he reaches the order button.
Chunk Your Copy
Divide your content into multiple readable part. Use plenty of heads, indents, subheads, bullets, bold and underline to make your copy easy to read. Your reader would loose attention if it is difficult to read. Readers would be scanning the pages, make it easier for them.
Popularity: 15% [?]
If you enjoyed this post, make sure you subscribe to my RSS feed!
Tags: column width, copywriting, long copy, page content, short copy, Writing
