Striking the balance: How to pinpoint the ideal length for your copy

Is short copy always better? The truth about effective length in copywriting

We’ve all heard the advice: keep your copy short, get to the point, or try to cut another 50 words. It’s a popular mantra in the world of copywriting.

But here’s the thing – this advice, while useful, isn’t the whole story.

Focusing solely on cutting can sometimes cause a writer to miss the mark. The ideal length for your copy isn’t just about being brief but about being effective.

The difference between concise and short

So, what’s the difference between being concise and simply being short? Concise writing is all about precision. It means using the fewest words necessary to convey your message without losing any of its essence. A skilled copywriter will edit and tweak their work to find the perfect balance.

On the other hand, short copy might just cut words for the sake of it, risking the loss of crucial information or powerful language that helps the reader understand and connect with the message.

The goal isn’t to reduce word count but to ensure every word serves a purpose.

The value of each word

Every word in your copy should earn its place.

Think of your content as a well-crafted message where each word has to pull its weight. To assess whether a word adds value, ask yourself if it helps clarify, persuade, or engage. If it doesn’t, it’s time to let it go.

Cutting the fluff: a balanced approach

Another piece of advice we often hear is ‘cut the fluff’. This is solid advice, and it’s not the same as being told to keep your copy short.

Cutting the fluff isn’t about slashing your word count but about removing unnecessary details that don’t contribute to your core message or have already been said.

Doing this helps maintain clarity while keeping your content engaging. Focus on trimming away anything that doesn’t serve your purpose, but make sure you’re not cutting out important details that your reader needs to know.

Include all essential information

Tell your readers what they need to know to feel comfortable taking the next step, whatever that may be.

Leaving out crucial details can result in your readers feeling a little lost. They might have questions or feel disconnected if they don’t get all the necessary information.

To avoid this, double-check that your content answers the key questions your audience might have or is at least compelling enough to encourage them to take the next step, at which point they can find the answers they are looking for.

Engaging and persuading through your copy

Even when your copy is concise, it should still engage and persuade.

Techniques like using strong, action-oriented language, emotional power words, and addressing your reader’s needs can help.

People often confuse fluff with all descriptive words, believing that if a sentence is still grammatically correct without it, it should be removed. This isn’t true; language is a beautiful thing, and seemingly non-essential words may hold incredible power to impact a person.

Thoughtful yet concise copy can capture attention and hold it, driving your message home without overwhelming your audience.

Practical tips for finding the right balance

Striking the perfect balance between being concise and thorough can be tricky. Here are some tips to help you get it just right:

• Evaluate each element: Take a close look at each part of your copy. Ask yourself if every sentence is doing its job or having an impact on the reader. If something doesn’t add value, get rid of it!

• Highlight what matters: Don’t lose focus on the main job of the piece. Pay careful attention to the key messages or actions you want your readers to take. Make sure these stand out, no matter what length your copy ends up being.

• Come back with fresh eyes: Crafting the right length often takes a few tries. Go away and come back again tomorrow; you’ll be amazed at what you notice.
  Don’t be afraid to revise and refine your content. Cut out any fluff and tighten up your message, or even add more for clarity or impact if needed.

• Test and learn: When possible, try out different versions of your copy and see which one hits the mark. Testing with your audience can give you valuable insights and help you grow as a writer.

The art of perfect copy length

Remember, finding the perfect length for your copy isn’t just about being short – it’s about getting the message across. Balancing conciseness with the need for complete information is key. Apply these principles to your writing to create content that’s both impactful and thorough.

While you’re thinking about it take a moment to reflect on your own copywriting. Open something you’ve written recently and analyse it in detail. Are you giving the reader everything they need while being careful to give them no more?