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

Long copy? Short copy? Clever copy? Informative copy? What turns on the 2007 catalog shopper?

If you were, for instance, to look at a catalog like Chico’s, a women’s apparel marketer, you might think that the less copy, the better. But, if you look at electronics cataloger Crutchfield, you’d see plenty of long, descriptive copy.

So, what’s the right copy formula that’ll make customers do what you want them to do — that is, buy your products?

Copy Differentiates

Along with getting your prospecting and customer catalogs regularly, your customers have access to so much on the Web. The Internet has become an odd kind of shopper’s paradise. But along with accessing sellers like you, customers also can access sellers of substandard products who may under-price — then under-deliver.

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.

Another key attention-getter is the use of your catalog’s cover. Most catalogers don’t use the outside of their catalogs effectively. It’s a great opportunity to highlight product choices and help prospects and customers see that yours is the catalog they should spend their limited time with at the end of a busy day.

Tightly written teasers are key on both the front and back covers. And a great teaser isn’t just the name of a product; it’s also inspiring messaging that excites and invites customers to see you and your product in a new way.

Back Cover Pull

The back cover is another place where copy is essential to pull in customers. In many cases, this actually is the first thing your prospects see.

Naive catalogers have one large photo on the back and/or a few images of random products. Or even worse, they place their order form on the back. This is like asking for the sale before hearing what the customer is interested in.

Smart catalogers use a strong, bold headline on the top to set the mood and get prospects interested in the catalog’s unique selling proposition, special sales, etc. What’s more, they look to sell a hot or new product and offer some different price ranges on the back cover. Writing teasers in other product categories also is an important part of the mix. And throw in a strong call to action to say it’s fast and easy to order.

When Copy Is Too Long

Every day we’re confronted by catalogs and Web sites in which the copy is dreadfully long. Why do we feel that way? Because the copy is poorly written. If the catalog is properly targeted to recipients, and written in a way that customers will see what’s in it for them, the copy won’t be too long.

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.

Still, oftentimes long copy needs to be broken up into more digestible chunks. Try using some copy as a sidebar to discuss one particular feature that’s very special. Choose another piece and create a story around it that shows off a benefit more clearly than just saying it.

B-to-B catalogs use long copy more often than consumer. But many times, the copy is about features and not benefits. Customers still need to see the benefit of making a purchase, especially in the workplace, as there will be accountability. Here, more than ever, engaging copy is more effective than straitlaced, dry copy.

The bottom line is that there is nothing that can replace fine salesmanship in copywriting. Take every opportunity to show your customers the goods and tell them, in an appropriate voice, how the product will benefit them. People are busy.

Use your copy to sell enthusiastically. Show your prospects and customers what you can provide them. In that way, you’ll provide great service to customers who want and need your product, and get yourself some great sales numbers to boot.

Carol Worthington-Levy is partner of creative services at Lenser, a catalog consultancy. You can reach her at (408) 269-6871 or carol.worthington-levy@lenser.com.