Write copy for people who read, not for everyone

Executive overview

Most copy debates focus on whether people read online. That's the wrong question. Copy cannot convert someone who won't read it — length is irrelevant.

Write for people who read. Every element — headline, body, CTA — is a targeted message for a reader who will engage with it.

Copy is the solution for people who read; it cannot solve for people who don't.

The core distinction

• Someone who skips copy won't be converted by copy, short or long
• Stripping all copy off a page would collapse conversion — because readers exist
• The tension between copywriters and other teams misses the point
• Every page element can be written for a specific reader type

Writing for different decision-maker styles

• A spontaneous decision maker may only read the headline — write that headline for them
• Each element is a "love note" to the reader most likely to engage with it
• You cannot do anything about non-readers; focus effort on the readers you can reach