{"id":13491,"date":"2016-12-05T13:43:56","date_gmt":"2016-12-05T18:43:56","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=13491"},"modified":"2016-12-12T09:41:37","modified_gmt":"2016-12-12T14:41:37","slug":"b2b-monday-myth-how-long-should-my-copy-be","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/b2b-monday-myth-how-long-should-my-copy-be\/","title":{"rendered":"B2B Monday Myth: Landing Pages Should Always Be Short and Sweet"},"content":{"rendered":"

\"how<\/a><\/h3>\n

The Myth: Landing Pages\u00a0Should Always Be\u00a0As Short As Possible<\/strong><\/h3>\n

The Truth: One Size Does Not Fit All. Sweet Definitely. But Not Necessarily Short.<\/strong><\/h3>\n

Perhaps you’ve asked yourself the question: How long should my copy be? Or maybe you’ve\u00a0heard that in order to maintain your audience’s attention, your messaging\u00a0should always be short, sweet, and to the point.\u00a0However, you should never write copy\u00a0with a predetermined length in mind<\/a>. Whether you are creating an argument, a story, or an explanation, the length of the copy will depend on what you have to say, who you are talking to, and\u00a0what you want them to do after\u00a0reading your page. So how do you identify a prospect’s\u00a0state of awareness? And most\u00a0importantly, how do you nurture them into making a decision?<\/p>\n

In this article written by Brian Clarke<\/a>, he references\u00a0an ideology thought up in the book\u00a0Breakthrough Advertising<\/a> by one of the greatest copywriters of all time, Eugene Schwartz \u2013 the 5 stages of prospect awareness. By understanding these stages,\u00a0you can more easily define who you’re talking to and more clearly set your goals. These are the stages as Schwartz outlines them in Breakthrough Advertising:<\/p>\n

The 5 Stages of Prospect Awareness\u00a0<\/strong><\/p>\n

Most Aware \u2013 The prospect is aware of your product and is only interested in “the deal.”<\/p>\n

Product-Aware \u2013 The prospect is aware of what you sell, but doesn’t know if it’s a good fit for them.<\/p>\n

Solution-Aware \u2013 The prospect is aware of\u00a0how to solve their problem, but doesn’t know if your product will do the job.<\/p>\n

Problem-Aware \u2013 The prospect is aware of the\u00a0problem, but doesn\u2019t know how to solve it.<\/p>\n

Completely Unaware \u2013 No prior knowledge of anything besides their own identity and\u00a0opinion.<\/p>\n

Now that you have an idea who your landing pages are\u00a0targeting, you can start to zero\u00a0in on how much information is needed to\u00a0inspire\u00a0a decision. Circling back to the article by Joanna Weibe, she created this chart to help guide that process:<\/p>\n

\"how<\/a>

Chart Source: Joanna Weibe on Copyhackers.com<\/p><\/div>\n

The\u00a0more unaware your target is about your product, the more word mileage it will take to captivate them. Similarly, it will take longer to convert them as well. On the contrary, the more aware your target already is about what you have to offer, the less they’ll want to read. They just want you to cut to the chase. The main thing that matters is that whatever you include on the page, whether it’s a paragraph or a tome, the content can\u00a0sway your audience.<\/p>\n

One of the best tests you can do is to bounce your copy off someone who is at the level of awareness you are writing to. How do they react? What is interesting to them? What’s making them yawn? Next time you ask yourself: “How long should my copy be?” take their\u00a0answers into account before you go back and edit your landing pages.<\/p>\n

Need a hand creating landing pages? Drop us a line<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Myth: Landing Pages\u00a0Should Always Be\u00a0As Short As Possible The Truth: One Size Does Not Fit All. Sweet Definitely. But Not Necessarily Short. Perhaps you’ve asked yourself the question: How long should my copy be? Or maybe you’ve\u00a0heard that in order to maintain your audience’s attention, your messaging\u00a0should always be short, sweet, and to the […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[507],"tags":[619,621,620,617,618],"class_list":["post-13491","post","type-post","status-publish","format-standard","hentry","category-b2b-monday-myth","tag-body-copy","tag-copy-length","tag-how-long-should-my-copy-be","tag-landing-pages","tag-prospect-awareness"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=13491"}],"version-history":[{"count":21,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13491\/revisions"}],"predecessor-version":[{"id":13567,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13491\/revisions\/13567"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=13491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=13491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=13491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}