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How to Approach Messaging Length

These days, general marketing wisdom is that short copy is better than long-form copy. And therefore, the goal is to use the fewest amount of words between the headline and the call-to-action. This is true in many cases.

However if your product or service requires the prospect to form a deeper understanding to make a meaningful decision, a compelling case can be made for long-form copy. In some cases, longer messaging has been found via A/B testing to produce leads/conversions rates up to 6x higher than short-copy approaches. Here are a few things to consider when deciding whether you need to keep it short or go long:

How complex is the decision process?

Is your product service something fairly straightforward such as a cleaning solution, a food item or a piece of clothing? Or is it a far more complex proposition with greater potential risk for the buyer, such as selecting an IT solution or choosing a health plan? The answer to this question is key to deciding how extensive your messaging needs to be.

How much buyer risk is involved with a purchase decision?

If you’re merely asking the visitor/prospect to click through to make a simple purchase — the kinds of e-commerce transactions that have become a commonplace occurrence in our lives — a succinct and clear idea of the product/service will do. For more complex products and services, you’ll need more detailed messaging that creates a comfort factor by establishing credibility and building trust for your company.

Is a live connection needed for effective nurturing?

For products and services that carry substantial personal and life-affecting factors, visitors/prospects really need to connect with a live person at some point. The messaging needs to convince them that doing so will be valuable to their decision process — and key to choosing the right solution for their particular needs. This will be comforting for people who already realize they need to have a one-on-one dialogue. While getting others over the common hump of resistance to “getting involved” with a live representative.

Neptune Web is a full-service Boston-area interactive web and digital marketing agency with expertise in Website Design, Web Development, Digital Marketing Strategy and Execution.

We look forward to your comments and would be most happy to address and help solve any Digital Marketing or Website Design & Development challenges you may have.

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