Does size matter?

Advertising guru Bill BernbachBlogger MarketingMoment has a great post about an article from

Does long copy or short copy work better in copywriting?

My thoughts – it depends (What a cliche marketing answer, huh?). Are you looking to do an ad that catches someone’s attention or sales copy where you need LOTS of info?

Either way – relevance is key, as noted by MarketingMoment. As advertising guru Bill Bernbach said, “Dullness won’t sell your product, but neither will irrelevant brilliance.”


Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit

1 thought on “Does size matter?

  1. Agreed! (BTW, thanks for the mention and kind words!)

    I also think that when it comes to products that are fairly technical in nature, or something that is somewhat intangible, then using long copy to explain confusing terms or difficult-to-comprehend aspects is crucial.

    Another important advantage of using long copy over short is that with long copy you can look at every objection/concern/question your target market might have and answer them in your copy.

    As for those people who say, “But who has the time to read such long twaddle…” I love what Dan Kennedy ( once said on the matter:

    “The person who says ‘I would never read all that copy’ makes the mistake of thinking they are the customer. And they’re not. We are never our own customers. There’s a thing in copywriting I teach called ‘message-to-market match’. It is this: when your message is matched to a target market that has a high level of interest in it, not only does responsiveness go up but readership goes up, too. The whole issue of interest goes up.”

    When you answer write to address your target market, answering all their assumed questions, and take the time to explain your product/service, they should have less anxiety and confusion – and therefore be closer to making the sale.

    There’s a great post on the ‘long versus short copy’ debate – complete with statistics and split tests results – here:

    At the end of the day (another cliché!), you should write as many words as is needed for the copy to be effective. And no more. (Waffle does not count!)



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