Friday, April 14, 2006
More Robert Bly Copywriting Tips
Top copywriting expert Robert Bly answered a question in the small group session I recently attended. Someone asked him what the "right" length was for sales copy. Rather than giving the cliched, "However long it needs to be" answer, he gave some fantastic guidelines:
Diamond jewelry, on the other hand, or any other complex, expensive, or emotion-charged product is a whole different story. It will take much longer copy to overcome the barriers to a sale.
But with this list of characteristics, you should be able to better judge how long your copy needs to be.
Jeff
Top copywriting expert Robert Bly answered a question in the small group session I recently attended. Someone asked him what the "right" length was for sales copy. Rather than giving the cliched, "However long it needs to be" answer, he gave some fantastic guidelines:
- The more emotional your product is, the longer the copy you need.
- The more complicated the decision is to buy your product is, the longer the copy you need.
- The higher the price your product is, the longer the copy you need.
- The more complex your product is, the longer copy you need.
Diamond jewelry, on the other hand, or any other complex, expensive, or emotion-charged product is a whole different story. It will take much longer copy to overcome the barriers to a sale.
But with this list of characteristics, you should be able to better judge how long your copy needs to be.
Jeff
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