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Add You - 'Short' Copy or 'Long' Copy - Which Works Best?
What is a brand?The dictionary defines it as follows: A distinguishing symbol, mark, logo, name, word, sentence, or a combination of these items that companies use to distinguish their product from others in the market.Further, it goes on to say once a brand has created positive sentiment among its target audience, the business is
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a g
There comes a time for businesses when they must submit successful business proposals to gain clients, projects, interviews, potential development rights, etc.
And for many businesses, successful business proposals are mandatory for their survival. How many of your proposals get accepted and how many get rejected? Or don’t you keep track of the outcomes?<
That debate has centered on whether it is better to use sales copy in advertising, direct mail, even brochures or websites, that is ‘short’ or ‘long.’
What does that mean?
For most of us, we can think of ads we’ve seen in most magazines. They usually feature a picture or illustration, combined with a headline, combined with a small amount of ‘copy,’ or words that tell us more about the product or service, and ask us to do something.
These are ‘short’ copy messages – a couple of paragraphs, maybe even three or four, but not much more than that. These marketing messages simply make you aware of a product or service, the ‘brand,’ and probably how to buy it or learn more.
These use ‘short’ copy for several reasons. One is simply the amount of space available. But more importantly, a decision was made to use that type of media because the creators of the message were targeting a specific market, and chose to stay with a simple, quick-to-read message.
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketing. Both have their place, but the trend for the last 10-12 years has been for more ‘direct’ marketing.
Why? Again, there can be many reasons, but near the top of that list will always be that it is more efficient and more accountable. What does THAT mean?
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a go
John F. Kennedy once said, "Change is the law of life. And those who look only to the past or present are certain to miss the future."Every day, in hundreds of change situations happening in your workplace, the actions of leaders at all levels are risking the promotion of atrophy. This is simply because many managers are ill-prepared to address the changi
These are ‘short’ copy messages – a couple of paragraphs, maybe even three or four, but not much more than that. These marketing messages simply make you aware of a product or service, the ‘brand,’ and probably how to buy it or learn more.
These use ‘short’ copy for several reasons. One is simply the amount of space available. But more importantly, a decision was made to use that type of media because the creators of the message were targeting a specific market, and chose to stay with a simple, quick-to-read message.
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketing. Both have their place, but the trend for the last 10-12 years has been for more ‘direct’ marketing.
Why? Again, there can be many reasons, but near the top of that list will always be that it is more efficient and more accountable. What does THAT mean?
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a g
Many small business owners do little to no activities to promote their products and services. But, ask yourself this, "If I don't promote my services, how will people know what I have to offer?" We are all consumers and everyday we see or hear ads promoting ones product or service. Well, you may not have the budget for monthly radio, TV, or print ads; but there
These use ‘short’ copy for several reasons. One is simply the amount of space available. But more importantly, a decision was made to use that type of media because the creators of the message were targeting a specific market, and chose to stay with a simple, quick-to-read message.
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketing. Both have their place, but the trend for the last 10-12 years has been for more ‘direct’ marketing.
Why? Again, there can be many reasons, but near the top of that list will always be that it is more efficient and more accountable. What does THAT mean?
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a g
I have many memories of my studying days. Many are actually good memories but there is one thing in particular that has stayed with me because even then I knew my strategy should change. I loved my highlighters. Maybe they gave me a feeling of purpose. Highlighter in hand, by the time I got to the end of a page there would be huge blocks of yellow. Needless to s
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketing. Both have their place, but the trend for the last 10-12 years has been for more ‘direct’ marketing.
Why? Again, there can be many reasons, but near the top of that list will always be that it is more efficient and more accountable. What does THAT mean?
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a g
The first rule of thumb to remember when designing and producing a custom coin is that it is imperative that the customer and manufacturing work closely as a team throughout the entire process. This will assure the best possible product. A coin that the customer will be as proud to present as their staff is to receive.There are basically eight s
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no middleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the people who are a good market for that product/service. The difference is that direct marketing MUST provide enough information for the prospect to make a purchase decision… right now.
As you can guess, this is where ‘long’ copy comes in. It has proven, in literally millions of sales letters and direct mail packages, and now websites, to be a very powerful, very efficient way to sell.
Does that mean 'long' copy should always be used? The obvious answer is no. But, if your model includes direct marketing, it is the ONLY way to go.
On top of that, direct marketing makes it much easier to know how well the marketing message is working. It either produces results that are profitable, or it doesn’t. Direct marketers KNOW what is working, where ‘brand’ marketers must rely more on sales trends, usually over a longer period of time.
After all that, is the debate over? No… but now you know why there IS a debate!
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