You may have noticed that marketing copy is getting shorter . . . most of the time. People are busy, so whether it’s headlines and subject lines, social media posts, or postcard copy, marketers are moving toward shorter copy that is more likely to get read. But every once in a while, longer copy outperforms shorter copy.
A great case study in long-form copy comes from MECLABS, a consumer behavioral research center that recently studied the messaging of an addiction treatment center. When the treatment center lengthened its copy, MECLABS found, its relative increase in leads jumped over 200%!
This might seem counter-intuitive, but according to MECLABS, the issue was the ability to address and ease anxiety. Contacting an addiction treatment center is something that is often fraught with uncertainty and stress. Longer copy, combined with detailed pictures, answered a lot of people’s questions without the potential client or their family having to initiate contact right away.
The result? A 220% relative increase in leads.
What Makes It Work?
As we might expect, long-form copy tends to be more effective for complex and sensitive topics like addiction recovery. Other examples include mental health treatment, men’s and women’s health issues, and highly technical subjects like web hosting or financial services. Let’s look at three reasons for this.
- Depth of Information
People are often hesitant to make an investment in something they don’t understand. Are they asking the right questions? What if they are missing something? Longer copy provides details that help them feel informed and confident.
- Building Trust
In-depth content, including testimonials and statistics, enhances credibility and positions the business as an authority, fostering trust among people who might feel uncertain.
- Addressing Objections
Comprehensive copy can preemptively address common fears and concerns. Once people’s concerns are addressed, it’s easier for them to evaluate the benefits of one product or service over another. Reducing anxiety makes decision-making easier.
Long-form copy isn’t going to work in every case, even when the topic is sensitive or complex. This is where A/B testing comes in. Try short and longer headlines, shorter and longer body copy for sales letters or postcards and see what happens. You never know when longer copy just might up-end the conventional wisdom and surprise you!