One Size Does Not Fit All when It Comes to Writing Copy

I shake my head every time I read one of these blanket statements.  I’m amazed at how so many people still think that one size of copy still fits everyone.  It’s just not true.

 

Here’s an example.  A while back, I read, “Prospects hate being bombarded by text-heavy pages, especially on a home/landing page.”  This is coming from Internet Marketing Report in relation to business-to-business (B2B) websites.  I’m sorry, but I completely disagree. 

 

Just because a website is B2B does not automatically mean every single one of its visitors will “hate being bombarded by text-heavy pages.”  The product or service itself, how familiar the product or service is to the market, the target customer’s preferred communication style and a dozen other factors contribute to the decision about whether or not long copy or short should be used. 

 

On the other hand, we have direct-mail experts who’ve taken their style of copywriting (sales letters) online.  And, just like the ultra-short copy suggested by the Internet Marketing Report article, long copy has its audience.

 

If you ask direct marketers, they’ll swear that the long, scrolling, often hype-filled sales letters are the end-all, be-all of copywriting.  Again, nothing could be further from the truth.  The same reasoning applies to those who say you must use a sales letter as opposed to those demanding short copy.

 

DISC Helps Us Understand

 

You may have heard of the DISC model that categorizes people into four primary groups (Dominance, Influence, Steadiness and Compliance). There are others as well, including Myers-Briggs.  No matter how you group people, the point is that everyone is not the same.

 

So then, how can one style of copy possibly fit everyone?  It doesn’t.  There’s not a one-size-fits-all answer.  Whether you’re B2B or B2C, you have to know your target audience and communicate with them in the way that they will be most receptive.

 

For instance, people high in Steadiness traits on the DISC model prefer longer copy.  What’s more, those high in Steadiness make up over 40% of the population of the U.S.  Those high in Compliance crave details.  They, too, would want longer copy. Dominance types want the bottom line first and possibly details later if they deem them necessary.  And Influence?  Those high in Influence move at the speed of light and make decisions on a whim.  They aren’t much into details either.

 

Combine with these four styles the additional factors that being male or female add and you’ve really got your hands full.  Want to get extremely precise?  Toss in some persona/profile elements that deal with lifestyle, convictions and more.  It’s enough to make your head spin at times.

 

Use Your Judgment

 

Before you buy into a blanket statement about consumers – whether it pertains to writing copy, setting prices or anything else – use your judgment.  Does what’s being suggested really make sense for everybody?  Is it possible that all people across the entire globe respond in the same way? No. 

 

We all communicate differently.  We shop differently.  We make decisions based on different criteria.  We respond to different stimuli.  If there’s one common denominator, it is that we’re all different.

 

Looking for a better way to learn web copywriting? Karon’s SEO copywriting course teaches you how to improve conversions and rankings. Complete with assignments and feedback. Get the new 5th edition today at http://www.copywritingcourse.com.

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12 Responses to “One Size Does Not Fit All when It Comes to Writing Copy”

  1. Glenn Murray - January 28th, 2009

    Finally! Some sense on the matter. Like you, Karon, I’m sick to death of hearing those sorts of blanket statements. Mostly what I’m hearing is how long copy is sooooo much better than short. It’s horses for courses. You write as much as you need to. Not a sentence more, not a sentence less. And that need is totally dictated by your audience.

    Thanks also for the interesting personality type discussion. I’m gonna mull that over for a while…

    Cheers.
    Glenn (twitter: @divinewrite)

  2. Content Writing - January 28th, 2009

    I agree- Copy writing is a very tailored game!

  3. Karon - January 28th, 2009

    Thanks for stopping by, Glenn. I appreciate your kind words!

  4. Karon - January 28th, 2009

    Hi Content! Good to have you here.

  5. Mario Parise - January 28th, 2009

    While we should definitely always be keeping the target’s personality in mind, isn’t the whole debate over long vs short copy kind of moot?

    Say what needs to be said, nothing more, nothing less. Break up the copy with headers, lists, etc., to help the user scan and choose what to read.

    That way, we get the best of both worlds. Users can do a quick assessment of what’s there, and those that are really interested will keep on reading to convince themselves that they want what you’re selling.

  6. Karon - January 28th, 2009

    I agree, Mario. But like the post indicated, there are tons of people out there who are still misleading others. They take the “your copy has to be 400 words in length” or “long copy drives visitors away” approaches. You can’t work it that way. (Well, you can, but it’s not a good idea to do so.)

  7. Karri Flatla - February 3rd, 2009

    Karon, as a past “student” of your copywriting course it’s second nature for me to think first about the questions my audience is asking themselves as they “approach” that web page, that first headline, etc. What frame of mind are they in? It’s so important to anticipate your audience’s inner anxieties, objections and assumptions. Word count has nothing to do with it.

    It’s about creating a conversation with your words, even though the words of your audience are not literally posted to the screen … they are indeed there!

  8. Karon - February 3rd, 2009

    Karri! Welcome. Thanks for dropping by. You are correct, my friend. But most people write copy the way they want to read copy. They only think of their own preferences, not those of their target audience. A real shame because they lose many conversions this way.

  9. Julie Power - February 4th, 2009

    Hi Karon

    Appreciate your feedback on the review, which was actually written by my colleague Christian Schappel while I was lazing about on the beach in Australia.

    I agree that shorter is not always better. Longer copy may work, especially if it is written by experts like you or Jill. But many companies don’t have people on staff who write as well as you or who understand the need to break up long copy with headlines, graphics, etc.

    Some of the most successful direct mail pieces in history were very long. And there are some great examples of long copy that works online, too.

    But when in doubt, do without.

    If the copy is just ho-hum, as it is on many Web sites, I’d prefer it to be as short as possible.

    If it is beautiful, I will read it to the end.

    But let’s be honest, even people who read well-written articles in the New Yorker, the New York Review of Books or even the New York Times (all of which publish lengthy stuff) often don’t read to the end. That’s the risk we take when we don’t keep it short.

    On the Web, most readers show less patience.

    Are you still reading my comments? Maybe not. After all, they’re a bit long and they were written in a hurry.

    Cheers
    Julie Power

  10. Karon - February 4th, 2009

    Hi Julie,

    lazing about on the beach in Australia

    Wow… I’m jealous!

    I’m not advocating long copy. I’m also not advocating short copy :) My point is neither one is the right answer in every situation. It depends on the familiarity of the product to the marketplace and the target customer among other things. It’s never a blanket decision. To say copy needs to be short (or long, for that matter) simply because it’s web copy would be like saying all TV commercials have to be infomercials. There are :10 spots, :30 spots and 30-minute infomercials for a reason. They all serve a different purpose.

    The same applies to web copy. Short product descriptions on ecommerce sites are one form, short copy on lead-generations sites that market complex products or services that would confuse the clients if explained in writing, long copy for analytical types that need to have a million questions answered before they’ll convert… all different lengths, all for different reasons and audiences.

    For the bottom-line readers: Every customer doesn’t think or buy the same way. You have to cater your message and your copy length to your audience.

    Next time you head off on exotic trips, I’d appreciate a little advanced notice so I can tag along :)

  11. Julie Power - February 5th, 2009

    Then we agree.
    And if you keep on agreeing, you can come with me next time, as long as you don’t mind sharing space with two very noisy 7 year old boys and my large and opinionated family downunder.

  12. Check my Pagerank - June 8th, 2009

    Very well written post.

    Keep up the good work.

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