From time to time I read or overhear a discussion on the topic of copy length. The basic discussion revolves around the question of how long copy should be – how many words and pages is the right number. The thought being there’s a right answer to the length of a sales letter, white paper, case study, etc.
The simple truth is there is no best number of words or pages for any sales and marketing copy. When you think about it, it’s a silly question — as silly as asking about the correct number of words and pages for a novel or history book.
While there’s not a right answer, there’s a correct one.
The ideal length of your copy is the number of words and pages needed to convey your message and define your call to action. You shouldn’t use one more or less word or page than needed to do that.
And when you have conveyed your message, you should stop writ