Discover the best way to determine how long your copy needs to be in order to get the sale

A common question that gets asked in copywriting is….

“How long should your copy be”

One page, two pages, ten pages?

For me the answer to this question is rather simple.

Your copy should be as long as it needs to be in order to make the sale.

My answer is based off of the work of Eugene M. Schwartz.

He would often talk about how you need to know your markets state of awareness.

For without knowing if your market is even aware of the problem that your product or service is promising to get rid of, then writing a short ad would be useless. Even a long ad wouldn’t work if no one knew of the problem.

Your goal isn’t to educate your market, that would take too much time and too much money to do. Your job as a copywriter is simply to take your markets already existing desires and channel them onto your product or service.

The key of course being the words “already existing”

But this step will only work for you if you know your markets state of awareness.

Once this is known – you will know exactly how long your copy will need to be in order to give you the best chance at creating a sale.

I’ll talk more about using a markets state of awareness to guide your writing in future posts.

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