Short copy kills response.

That’s right, long copy usually produces better response. Do a A/B test and the long copy will probably win.

But I do believe something in the copy should be short.

In fact, most copywriters make a fatal blunder in starting copy on a video script, direct mail letter, email, digital ad or landing page/website that crushes readership and responses.

Here is a direct response copy rule I use and writing copy that will increase your response: Keep the first sentence, and paragraph, of your copy short.

Remember, your reader will form an instant impression of your landing page, pre-roll, native ad- every marketing piece by reading the first sentence. Keep it concise. More will read.  Then if done right, more will respond.

A short, impactful opening makes the copy more inviting and easier to read. Psychologically, it helps with connecting to your prospect. It becomes less intimidating and more inviting.

Your copy at the start should be 1-4 words. No more. It helps if it has drama, creates curiosity, or is stunning to your audience.

Check your marketing copy now. Do you need to shorten the lead?

If you’re interested in learning how to strengthen your copy to increase sales, give us a call at 615-933-4647 or email Michael at [email protected]. We can upgrade what you have…or start from scratch.