Tighter copy packs more of a punch than lengthy copy. It appeals to the short attention span of a reader or browser. It’s good practice.
On the other hand, lengthier copy sends a signal. It’s perceived as you being invested in telling a story. Lengthier copy is more convincing at face value –that is, even without reading it.
If you’re unsure which length makes your audience more responsive, don’t go with your gut. Test it.
Then you don’t have to argue about cutting copy or adding more story; the data will direct you.
Stay Positive & Last Thing You Want To Do Is Assume
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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