Long Vs Short Copy

They say less is more, but when it comes to copy that’s not always true. Both long and short copy have a place within your marketing strategy, and we’re here to tell you how.

Let’s talk length

You’ll likely have practised both short and long forms of copy, perhaps without even realising. Content like social media captions, emails, newsletters, and infographics are all considered short copy. Blog posts, whitepapers, and instruction guides fall under long copy.

Generally speaking, copy under 1000 words is considered short copy, and anything over that is long copy. However, on platforms like Twitter, where there’s strict character limits, you’ll find your short copy is even more…well, short. But that’s not always a bad thing, as a strict character limit can help you keep your message succinct and relevant.

Smashing it with short copy

When writing short copy, the main aim is to engage your audience with a quick message. Particularly on social media, attention spans are short, so stick to one single minded message that will resonate within your captions. As an exception to the rule, LinkedIn likes a slightly longer caption, meaning you can fit more points and information into your post. However, it’s still beneficial to keep the post to just one topic and to break it down with bullet points, or even use the carousel feature and make it an infographic.

When writing short copy, here’s some things to keep in mind:

What’s my single-minded message?

If you’re selling a ready meal that: tastes delicious, is healthy, and saves your customer time and money, you wouldn’t say all of this in one piece of copy (unless it was long copy, which we’ll get onto next!) Instead, choose just one of these benefits and focus on the pain-points of your target audience and how your product solves it.

Who am I talking to?

With short copy, you need to capture attention quickly before people scroll away. So, think about your target audience, how they’d speak, and what topics will resonate with them. Writing with your audience in mind applies to all copy, but especially when trying to catch their attention on fast-moving platforms like social media.

What action do I want people to take from this post?

Do you want them to comment below, visit your website, or buy your product? Make this clear, with a call to action within your copy. If the copy is simply for entertainment or informative value, you can skip the CTA.

Keeping long copy lively

If you’re looking to provide detailed information to your readers that will provide value, that’s where long copy comes in. Whether it’s a how-to guide or a blog post, long copy is great for an already attentive audience.

With long copy, you have the freedom to talk in depth about several topics under one post, meaning you can be broader with the focus of your piece.

While those reading long copy will be more engaged than those scrolling on social media, you still need to keep your copy concise and informative. Don’t waffle just because you can! Also consider breaking up your text with images, infographics and bullet points to keep reading fun and enjoyable.

Now you know the difference between short and long copy, you’re ready to have a go at it!

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