Fellow copywriter, Neary, wrote to me saying she was confused about how long her writing “should be”.
She followed beloved, copywriter, Joe Sugarman’s advice…
“Like a woman’s dress; long enough to cover all the essential but short enough to create interest.”
The she read a blog post that said 300-400 words max for blog posts.
Ugh… the blog’s advice is just nerve-wracking, and this famous though wholly sexist line, adds insult to injury.
No wonder she’s confused.
Neither really answered her question, and only made her think of more questions.
Like “what are “the essentials”, Joe?” “Is every blog post is 400 words max… no matter what?” “Why?”
And that’s the point {Your name}.
When creating daily tips, your advice needs to be clear, succinct and actionable, so the reader knows exactly what to do, without asking more questions.
My favorite journalism professor taught me, “When you think you’re being clever, you’re not.”
Guess Sugarman missed that day.
So now I gotta call him out.
First, the real question we need to ask:
How do you know when you’ve said enough?
My answer:
Tell your reader one story that helps her do one thing successfully, and she’ll love you forever because no one on the Internet is doing that for her right now.
Kinda like how Old Joe Sugarman only made Neary’s life harder with his “helpful advice”.
{Your name} instead of focusing on length, focus on your reader, her specific concern that you’re addressing, and how to reach a particular goal she has in spite of it.
Then ask:
“Have I clearly demonstrated how my reader can solve this challenge, as concisely as possible?”
The answer will guide you in the right direction.
You’ll make the changes and have a winning sales letter, blog post or email.
So… which copywriter helped you more today?
Old Joe Sugarman or your friendly neighborhood email specialist?
Let me know in a reply.
In the meantime, what else are you and your team confused about with your copywriting and email marketing.
I want to help you go from unstuck to unstoppable.
Reply to share your current challenge.
Or
Reserve a Strategy Session. I only take 10 sessions a month now, and as of today only 7 spots remain.
First come. First serve.
Be well,
Max!