7 Copy-Starter Tricks Every Marketer Should Know
Q: How long should opener and body copy be?
A: The opening line of a letter or email should be short enough that it's easily scanned. For a traditional letter, that's about 1 1/2 lines or less. The length of body depends. It needs to be as long as it needs to be to get the reader to take the appropriate action. Traditionally, direct response copy tended to be longer. But today's digital reader has a much shorter attention span and strong inclination to click to delete ... or move on. Test to learn what's right for your audience and message.
Q: Is short copy less sincere and, consequently, less effective?
A: Without looking at a specific example, it's difficult to say. It depends on your business objective, targeted audience, offer, delivery channel, reader expectations, and, of course, what you say and the words you choose to say it. When in doubt, test.
Q: I come from a sales background and know the value of establishing rapport right from the start. How do I do that in a letter or email?
One way to make an instant connection with your reader is to use the word "you" in your first sentence: "Thank you." "We've missed you." "If you're like me ..." "Because you are a _____." The more personally relevant you make your opener, the more likely it is a scanner will continue reading.