Long vs. Short Copy: It’s Not About Length, It’s About Leverage
Let’s talk about a marketing argument that just won’t quit: long copy vs. short copy.
It’s the “cats vs. dogs” of the content world. Or more accurately, the “Marmite vs. also Marmite because we’re British and love an unnecessary debate” of marketing.
You’ve probably heard the shouting from both ends. “Nobody reads anymore!” cries Team Short. “Long copy is king!” bellows Team 2,000 Words Minimum. And meanwhile, you're just trying to figure out how many sentences you can string together before someone clicks away to watch a cat fall off a windowsill on TikTok.
But here’s the twist: It’s not about length. It’s about leverage.
(Spoiler: that's your new favourite marketing word.)
You Don’t Need More Words. You Need Words That Work.
Right—let’s scrap the obsession with word count. The question isn’t “How long should my copy be?” It’s “What does my audience need to believe, understand, or feel before they say yes?”
Because long or short, if your copy doesn’t nudge your reader closer to a decision, it’s basically just words in fancy trousers.
Here’s the bit most marketers miss: the power of copy isn’t in how much you say. It’s in how precisely you say what matters.
No fluff. No filler. No “As a leading provider of end-to-end solutions” guff.
Just clear, confident, strategic messaging that knows its job and does it well. Like a good cuppa.
“People Have the Attention Span of a Goldfish” – Oh, Do Shut Up
Let’s squash this myth while we’re here.
The goldfish stat is nonsense. People sit through 12-hour Netflix binges, deep-dive on Reddit threads about conspiracy theories involving Paul McCartney, and read every comment under that one messy LinkedIn post.
The problem isn’t length. It’s boredom.
Long copy works beautifully if every word earns the next. If you’re writing with clarity, relevance, and a smidge of charm, people will read. If your copy drones on like someone explaining their dream in excruciating detail—nope, we’re out.
Rule of thumb: If it’s not interesting, no one cares how long or short it is.
Make it good. Then make it useful. Then stop.
When Short Copy Is Your Best Mate
Short copy is the marketing equivalent of a great one-liner at the pub. You don’t need to explain it. It just lands.
It’s perfect for:
Audiences who already know you and just need a nudge
Products with a “Yeah, I’ll grab that” price point
Channels where attention is thinner than a biscuit dipped too long in tea (hi, social ads)
Offers that are crystal-clear and low risk
Think: “20% off ends tonight.”
Not: “In today’s fast-paced digital landscape, we understand the need for…”
Stop it.
Short copy is punchy, clean, and confident. It respects your audience’s time without assuming they’re too daft for nuance.
When Long Copy is the Only Way
But sometimes? You need a proper chat. A DMC. A heart-to-heart that takes more than 17 words.
That’s where long copy earns its stripes. It gives you space to:
Tell a story. And not a “Once upon a brand” one—a real, emotional, conversion-driving narrative.
Handle objections. Think of every reason your reader might hesitate. Address it. Gently. Persuasively. Like a mate who knows all your excuses and calls you out with love.
Show receipts. Social proof, results, testimonials—give them the proof pudding.
Explain complex things. Selling something big, expensive, or wildly new? Long copy lets you unpack it without rushing.
Long copy done right? It’s delicious. Like a Sunday roast with all the trimmings. You didn’t think you wanted it until it was in front of you, and now you’re licking the plate.
It’s Not the Copy. It’s the Context.
Here’s where we drop some truth bombs.
The question isn't: should this copy be long or short?
The real question is: what does my audience need to know, feel, and believe right now?
Short copy in the wrong place falls flat. Long copy in the wrong moment feels like being cornered at a party by someone who’s “just really passionate about crypto.”
You need to know:
Who you’re talking to
Where they are in their decision-making
What’s stopping them from saying yes
And then? Write what needs to be written. No more. No less. Strategic, not guesswork.
And This Is Where UltimateCRM Comes In (Because You Can’t Leverage What You Can’t See)
Let’s be honest: most businesses are still winging it.
Sending the same copy to everyone. Guessing at what’s working. Measuring success with vibes and spreadsheet sorcery.
That’s not leverage. That’s luck.
(And if your marketing plan sounds like a game of roulette, we need to talk.)
UltimateCRM is built for marketers who want to do better—without faffing about with bloated tech. It shows you which messages hit, which ones miss, and which ones should’ve stayed in the drafts folder.
And because it’s made for both marketing and sales (yes, they can play nicely), it helps you line up messaging with the actual journey your customers are on.
Long-form nurture sequences? We’ve got you.
Snappy retargeting emails? Too easy.
Real-time data to tweak your copy based on what’s working? Chef’s kiss.
You bring the words. UltimateCRM brings the intel to make those words worth it.
Copy Doesn’t Convert on Vibes Alone
Let’s wrap this up with the real talk your agency should’ve given you six months ago.
Most copy fails because it doesn’t do anything.
It looks nice. It sounds smart. But it doesn’t move the reader.
And that’s the whole point. Copy is persuasion. It’s not a word count competition. It’s not about sounding clever. It’s about making someone feel like, “Yes. This is what I need.”
So, the next time someone asks whether long or short copy works best, feel free to roll your eyes dramatically and say: “It depends on the leverage, mate.”
Then send them this article.
📌 Your copy deserves more than just vibes and guesswork.
Book your FREE messaging consultation, and we’ll give your content the kind of strategic MOT that makes people say, ‘How have I not worked with you lot before?’
Let’s do messaging properly. The Ultimate way.
