Copywriting: Long or Short Copy? What’s Right for You?

Your challenge is to show customers you’re a better choice; to compete with your catalog and your Web site, add one more piece to the puzzle — brand! Determine if the visual treatment of your catalog is the thing that best supports your brand, or whether it’s the nature of your copy — its length and its voice — that attracts good customers. Then determine how to tell time-impoverished shoppers that your catalog is the one they want to look at now.