How long should my copy be? There are conflicting answers to this question. Some say shorter is better because of increasingly common short attention spans. Others say, longer because of Search Engine Optimization.
Whether you are writing a blog, social media copy or another type of written work, there are benefits for long and short copy. However, today, we are going to chat about how to write shorter copy that still packs a punch.
GET CLEAR ON YOUR OBJECTIVES
What are you using the copy for? If you want to write short copy that excites your reader, you need to know what you are trying to achieve.
WRITE AS IF YOU ARE TALKING TO YOUR AUDIENCE
If they feel like you are sitting right in front of them and are having a conversation, you have done your job well. This also requires knowing what your customers want to hear. If you haven’t nailed down your target audience, your short copy will fall flat.
USE POWER WORDS LIKE “YOU”
You can find more information on power words in my post here. There are infinite ways to convey a message, but if you want to convey a more click-worthy message, you need to grab your client with key power words that make them want to know more.
THINK LIKE A JOURNALIST
Do you have the essentials? Who, what, where, when, why, or how? No copy is complete without these details. If you miss one, people will wonder what the answer is to that question. It’s how our minds work.
USE POWERFUL IMAGES
If you can’t say it with words, say it with images. A powerful image can do the talking for you. A standard piece of advice for writers is to show, not tell. Do this with pictures and with the right combination of words for a standout piece of writing.
TELL A STORY
We are creatures that learn from storytelling. Nothing will pack a punch better than a short story that has value to the reader.
VALUE ADDED COPY
That point brings me to my next point. Your short copy needs to add value. It needs to educate as well as convert. If you are a one-person team, this can be daunting.
Do you think that all of this is too much work? Well, yes, it is. Writing can take a long time to perfect, especially since the world, attitudes, and people are continually changing. But, it’s worth the effort. Need short copy, you know where to find me.
Since I am trying to keep this SHORT, I’ll end here. Next time we will talk about longer copywriting.