15 February 2009
Writing Ad Copy
Feb/20/2009 14:13 Filed in: Marketing
for the Small Retailer
Writing Ad Copy
Direct mail advertising is one of the key tools used by retailers today. When it comes time to write copy for those ads, you need to know which is better. Long Copy or Short Copy. Below is some advice from “Postcard Builder, Inc”, a Midwest company specializing in postcard marketing
Long Copy vs. Short Copy
The question is, does longer, more involved copy in a direct mail advertisement draw better response rates than shorter, more succinct copy? For mailings that ask for an immediate sale with little or no human interaction (Call Now and have your Credit Card Ready!), most research and experts agree that long copy works well; the long letters do the job of the salesmen. Short copy with great graphics (Postcards!) work best for products with longer sales cycles, for sales of products that need human interaction.
Product Sales Cycle. A short sales cycle is a Bose Wave Radio. A long cycle may be a real estate agent listing a home or sales of large equipment. The longest part of the cycle is actually waiting until that prospect needs your product. With home sales, the average is every 4-5 years. With equipment sales it may be 10 years or more! The goal then is to be in front of that customer at the time they decide to start their purchase process. Postcards and short copy are best for that type of awareness.
Short Copy and Getting the Lead. Image the pain your prospect will go through if you continually send them lengthy letters to get their attention. After the first letter, they go in the trash. The goal with short copy is to get their attention with quick words and great, relevant graphics - maintain awareness of your product. For real estate agents, a photo of the latest home listing is enough. With a construction company it may be a photo of their latest project. The prospect remembers you, they make the call, you get the lead.
Direct mail advertising is one of the key tools used by retailers today. When it comes time to write copy for those ads, you need to know which is better. Long Copy or Short Copy. Below is some advice from “Postcard Builder, Inc”, a Midwest company specializing in postcard marketing
Long Copy vs. Short Copy
The question is, does longer, more involved copy in a direct mail advertisement draw better response rates than shorter, more succinct copy? For mailings that ask for an immediate sale with little or no human interaction (Call Now and have your Credit Card Ready!), most research and experts agree that long copy works well; the long letters do the job of the salesmen. Short copy with great graphics (Postcards!) work best for products with longer sales cycles, for sales of products that need human interaction.
Product Sales Cycle. A short sales cycle is a Bose Wave Radio. A long cycle may be a real estate agent listing a home or sales of large equipment. The longest part of the cycle is actually waiting until that prospect needs your product. With home sales, the average is every 4-5 years. With equipment sales it may be 10 years or more! The goal then is to be in front of that customer at the time they decide to start their purchase process. Postcards and short copy are best for that type of awareness.
Short Copy and Getting the Lead. Image the pain your prospect will go through if you continually send them lengthy letters to get their attention. After the first letter, they go in the trash. The goal with short copy is to get their attention with quick words and great, relevant graphics - maintain awareness of your product. For real estate agents, a photo of the latest home listing is enough. With a construction company it may be a photo of their latest project. The prospect remembers you, they make the call, you get the lead.