Jason Better Blog Q&A: “How Long Should Blog Posts Be?”
Have you ever wondered how long your blog posts or articles should be? Or what about sales letters or ads for that matter? I mean, I sorta take it for granted that I’ll write until I run out of time or ideas. Whichever comes first. But seriously, how long should your writing be?
Well, that’s kinda like asking: “How many hours do you need to get the job done?” You need as many as it takes. And so, your copy should be the same.
It should be as long as it takes to do the job right. Not longer. Not shorter. It just has to work. Now, maybe your job is to get more leads. In which case, I feel I have to share a piece of wisdom most people will ignore:
Long Copy Almost Always Outpulls Short Copy
Almost no market is different in this way. You might be tempted to say, “But my customers are different.” Or “My leads are different.” But in most cases that would be a huge mistake. A mistake I wouldn’t bet two nickels on.
When Short Copy Outpulls Long
Of course, there’s exceptions to almost every rule.
For instance, if you’re not that skilled in writing copy then long copy will almost always fail for you. Why? Because it’s hard to hold a person’s eyeballs for more than a few seconds and with long copy, you might very well have to hold a person’s attention for thirty minutes!
So yes, if you’re not experienced with long copy… it’s worth sticking to short copy until you build your skills.
But always remember…
All Things Being Equal…
Long copy will do better than short.
How do I know?
Because I’ve studied the brightest and most expensive copywriting minds alive and dead. They’ve tested this question with countless millions of dollars of advertising. And until I feel like blowing a couple million on more tests to prove them wrong. I think I’ll just take their word for it. Makes sense.
I think so anyway.
And think about it…
How Many Best-Selling Essays Have You Bought?
In fact, if you dig deep enough you’ll find sales letter that are 80 pages long and I think you’ll find that there’s no best-selling essays being sold at the supermarkets… or even Chapters. You’ll only find best-selling books.
And some of the bestsellers are HUGE. I mean, I read “The Carpetbaggers” last month and that thing is almost seven hundred pages long. “The Lord Of The Rings” is another bestseller that’s thousands of pages long. Don’t forget Harry Potter, the never ending story that people continue to shell out money for.
Why Does Long Copy Work?
All you have to do is open your eyes. In spite of critics (and unprofessional opinions) long copy continues to outperform short and here’s a few reasons why.
#1 People Are Terrified Of Making Mistakes
Long copy works because when we’re ready to buy (or do) something we want to know every little detail before we take a risk. And let’s not forget that getting an e-mail address is a sale too.
People fear loss, pain, or punishment. The more info they can get ahead of time… the more secure they feel.
The more excuses you have to buy… the more likely you are to buy.
#2 To Escape Our Dreary Lives
Most of us are looking for an excuse to escape reality…
Let’s face it…
Your days are busy and stressful. You work hard and chances are you don’t meet very many interesting people. In fact, you probably had a boring day. You wasted countless minutes waiting in line for coffee, or groceries, or working for someone else. You did much the same thing yesterday as you did today and you crave stimulation. You hear buzzing…
The TV is calling you when WHAM!
You’re hit in the eyeballs with a compelling show about something
“deadly important” to you right now… and oh my… it’s factual and entertaining too… it’s newsworthy… maybe even tells a story… you’re hooked.
And that’s how great writing works too.
#3 Eyes See But Brains Lie
The brain likes to lie to us.
It forgets where it discovers facts.
So in long copy your facts are implanted into your reader and take root before they ever reach the end of your message.
As long as you didn’t mess up. Your readers will be predisposed to trust and believe you. The longer your writing, the easier it is for your readers to do what you ask.
Scary but true.
#4 It’s Worth It’s Weight In Gold
Gosh, if you really had enough facts to write 100 pages on a topic then you must be the expert on it!
It’s almost subconscious.
When we’re presented with a lengthy document then we know someone knows his stuff. It’s kinda hard to fill five hundred pages with complete baloney unless you’re a politician. So you immediately earn a bit of credit in the minds or your readers… and rightly so.
#5 People Don’t Actually Read Your Writing
The longer your copy is, the easier it is for skimmers to read your message too. There’s more subheads to skim. More sections to reward the curious. More hooks to pull eyeballs into your copy.
Don’t assume because long copy works that everyone will read every word of it.
If anything…
Long Copy Is Even Better For Skippers
By the time they reach the bottom they already know what you’re getting at… as long as you built up your subheads… what’s often called the “path of double readership”.
So you’re really doing them a favor.
And I can keep on going…
In fact, I would if I had more time, but that’s often the case with long copy. It takes a load of time to write.
With that said, I know the world is made up of different people. Some are skimmers, some read every word you write. And I would like to know which one you are… and what you think. 
Why Do You Think Long Copy Outpulls Short Copy?
Or maybe you disagree. I would love to hear your arguments either way.
So feel free to drop a comment today.
By the way, I’m seriously impressed by the caliber of reader this blog gets. I visit many of your blogs regularly (as some of you know) and you almost always blow me away.
Some of you have better nerve centers than I do!
You’re putting me to shame, but I love it.
To your continued success,
Jason The “Better Networker”
P.S. Feed The Birdie: I always wondered who this “little birdie” was that seemed to tell everyone my innermost secrets… now I know this bird as Twitter. If you like this post then please feed the bird… click the green retweet button on the top of this post and she’ll sing to your friends.
21 Comments
Twila Jacobs on December 8th, 2009
Personally, I’m a skimmer for the most part. I like things to the point. I have a tendancy to get bored with long copy and don’t read every word, especially if they are just repeating what they just said only using different verbage.
Great post as always though. I just need to learn to write longer copy.
[Reply]
December 8th, 2009 at 12:28 pm
Hey Twila,
I think a lot people are skimmers
like us. Everyone is busy… it’s
hard to find the time.
Brevity should be a virtue these days
but the odd time it takes longer to write
a short post than a long one!
I wish I could remember the quote about
that.
Thanks for dropping in Twila.
[Reply]
Adam Goldman on December 8th, 2009
I’m a skimmer myself.
Going through a ton of info
each and every single day,
I don’t have time to read it all.
J’,
I’m gonna confess here that…
sometimes… I skim your posts as well!
But I really try to read as much as I can
Or as much as my impatient brain lets me.
Long, high value copy is really
hard to master, but really worth it.
As we speak I’m attending 2 courses
on copywriting. I think you may know them
Thank you for the post,
keep them coming!
Adam
[Reply]
December 8th, 2009 at 12:50 pm
Hey Adam,
Don’t worry about it man.
I think we’re all a little like that.
With so many things coming at
us every day we have to sift and
sort through what really matters
to us.
Keep up the good work too.
Copywriting is the one skill that
keeps on giving back… the more
I learn about it… the more I seem
to make.
[Reply]
Scott Manesis on December 8th, 2009
I’m a skimmer too!
I agree with most of your post. There are few people who can write a post this lengthy and keep my interest.
I also think that many times ad copy can be too long. For me personally, if the ad copy grabs my attention and I understand the jist of what is being sold and I am interested…
I see the rest of the copy as blah. blah, blah and scroll right to the bottom of the copy to see how much. It might even be great ad copy but much of it takes too long to get to the point.
I know most people believe that telling the price anywhere but last is a mistake. I often wonder about that. If I am sold on paragraph 3 of a 50 paragraph ad, 47 paragraphs is a waste of text for me. What are your thoughts on this?
Scott
[Reply]
December 8th, 2009 at 1:20 pm
Hey Scott,
I agree. There’s something to be
said for keeping things short. But
still, if the letter is fascinating…
tell me more.
As for the price… well… that depends
on what stage your market is in. If they
already know about your product and trust
you. If they’ve already bought from you
before then you could even put the price
in the headline.
I know that sounds crazy… but it depends
on the market.
As for burying the price… I hate when I have
to dig for it… but I can see why some marketers
do it… seeing the price without understanding the
value of the offer would scare people away… who
would otherwise buy if they understood.
Just some thoughts. I’m sure yours would put
mine to shame.
[Reply]
Mitcehll Dillman on December 8th, 2009
Jason,
When I’m convinced there’s value in it, I’ll read every last word…
For me, It’s like reading a blueprint. I can’t afford to miss anything or it may cost me money, and who wants to leave money on the table?
Now, if it doesn’t grab me right away, I’m gone!
You know, writing sales copy’s no different than presenting your opportunity in person…
Tom Hopkins once told me to address every conceivable objection before the prospect has a chance to ask.
Tell ‘em what you’re gonna tell ‘em, tell ‘em, then tell ‘em what you told ‘em.
Thanks again for the continued education.
Your buddy,
Mitchell Dillman
[Reply]
December 8th, 2009 at 2:57 pm
Mitchell,
I completely agree with your
statement…
“writing sales copy’s no different than
presenting your opportunity in person”
If there’s one thing I’ve had to ram into
my brain… it’s that little bit you just shared.
But knowing isn’t always the same as doing.
I think life is a journey… we all learn a little
from everyone else.
[Reply]
Hani on December 8th, 2009
I wonder if the same applies for online marketing videos. My gut tells me that short videos are more effective than long ones. Even though stats show that the average adult attention span is 20 minutes, I try to keep my videos around 2 to 5 minutes. I also like to add moving graphics, text, or simply change the camera angle every 10 to 15 seconds if possible in order to keep the viewers attention.
Does this apply to traditional copywriting? I.e is it recommended to insert paragraphs, pictures, banners, titles, etc throughout the long copy to keep reader’s attention?
[Reply]
December 8th, 2009 at 4:29 pm
Hey Hani,
Hope you’re having a great day.
Video often follows the same
rules as copywriting. At one time…
the “experts” would say… videos
have to be short… 30-45 seconds.
I think that’s a bit crazy… the main
thing is DON’T BORE your readers or
your viewers. One of the oldest marketing
maxims out there.
As for graphics and long copy… definitely.
Insert pictures if they’re relevant. And as
long as they don’t act like those annoying
speed bumps you see in most cities.
I think you have a much better grasp of
this than you let on. I’ve been to your blog
and it rocks. 
[Reply]
Perig on December 8th, 2009
Hi Jason,
Hope you’re having a great day.
I am definitely a skimmer, more and more so with less and less time available.
I read some while back that a great ad copy must have some bullet points. I guess it fits pretty well to the fact that many people just read what grabs their attention and bullet points are short, to the point messages.
What’s your take on this?
[Reply]
December 8th, 2009 at 7:39 pm
Hey Perig,
Thanks for dropping in.
I have to admit I’m a lot like
you.
As for bullets… well…
Half the time bullets are the
whole sales letter.
I think these days our brains are
exploding with info overload.
Making our letters and blog posts
easy to read isn’t something to
take lightly anymore.
[Reply]
Hani on December 8th, 2009
Thanks Jason. I noticed your visit and comment on my blog today….I do really appreciate it. I hope you come back often
I had a fantastic day today! I created and posted a new video (part 5 of my 7 part series on The Common Mistakes People Make with Online Marketing Videos – Trying to Perfect Your Video) on my blog and of course on betternetworker.com and I’m really excited about!
I’ve been involved with online video for a few years now. I learned from a lot of trial and error and from a lot of reading and working with other experts online.
Online video marketing is an extremely hot topic these days and I’m glad to be in the middle of the action.
[Reply]
December 8th, 2009 at 11:49 pm
No prob Hani.
You obviously know what
you’re doing… I really
like how you break the training down.
It’s like one article but spaced out
in bite sized chunks in video.
I think a lot of people could learn
from you. I know I try to learn from
everyone who stops by…
It’s a big world… but a small one
too.
[Reply]
Derek Alvarez on December 10th, 2009
Hi Jason,
I am a skimmer, for sure! I skim the headlines, and if I like them, I will read the rest (unless it’s super long).
Another thing I’ve learned is to teach people with your sales letter. Magnetic Sponsoring, for example, is a 62 page salesletter — but it has lots of valuable information.
The best marketers seem to add value with everything they do and they up-sell you on the next thing at the same time.
[Reply]
December 10th, 2009 at 4:09 pm
Hi Derek,
Yeah, I think a lot of people
overlook the fact that most
sales letters are monsters!
When people go to spend money
they want to know everything there
is to know about the product.
Still, I’m like you too. Skim and
select… read what I like. It’s just
nice to have the option to read more
too.
[Reply]
Susanna on February 6th, 2010
I like to read every word, and milk it for all it’s worth. However, time is often short, so I’m forced to skim first to see if it’s interesting enough to read every word.
Sometimes there is a lot of value, but it’s written so dry that I find myself daydreaming when trying to read every word. In those cases I have to skim to get the meat out of it, without falling asleep.
[Reply]
February 8th, 2010 at 8:11 am
Hey Susanna,
No shame in skimming.
Time is valuable and you only get
24 hours in a day…
And that’s only if you refuse to sleep!
[Reply]
Tristan Richards on April 18th, 2010
I was just about to ask this question when I saw this topic, you got everything covered….Thanks again Jason
[Reply]
April 19th, 2010 at 9:59 am
Hah…
Yeah, pretty much: “As long as they have to be!”
[Reply]
Personally, I’m a skimmer…
I read fast, but don’t have
as much time as I wish I did.
BUT… when I find something
I like… I’ll read it over and
over. Especially if I think it
will help me in business.
[Reply]