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

Once when I did creative work for a bodybuilding/marital arts catalog called Health for Life, my initial reaction to its lengthy copy was that it was far too long for people I (incorrectly) perceived as big, dumb bodybuilders. Was I ever wrong!

Not only were its customers smart, but they also were hungry for knowledge — and Health for Life provided them exactly that. In fact, the more information, the happier they were and the more they purchased. We provided them ample information in digestible chunks by setting the copy up in segments so we could separate different concepts and promote the sell from a lot of different angles.