How long your copy should be: three rules for any format

Executive overview

Most copywriters fear long copy — but long copy drives billions in sales annually. Copy length isn't about preference; it's about what the sale requires.

Two factors drive the right length: product complexity and medium. Simple offer, short copy. Complex idea, longer copy. Email versus Magalog are different beasts entirely.

Copy should be exactly as long as it needs to be to get the conversion — no longer, no shorter.

The three rules

1. As long as it takes to sell. Some readers consume every word; others scan subheads and bullets. Both need the structure to find what they need to decide.
2. Matches product complexity. A 50%-off mitten sale needs almost nothing. A complex SaaS product needs room to overcome objections and build understanding.
3. Constrained by the medium. Google/Facebook ads are short by nature. Display banners allow a little more. Emails cap around 2,000 words. Landing pages and Magalogs can reach 30,000 words.

Awareness context matters too

• How much does the reader already know about you?
• How much do they care about the subject?
• What do they need to know before they'll act?
• Later emails in a sequence can be very short — if it's a midnight-deadline reminder, just say so.