Which is better?
The truth is that copy should be as long as it needs to be to convey the intended message - - and not a syllable longer. But what’s the secret of knowing exactly when that is?
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It’s amazing how many times I hear this from business owners as I sit down with them to discuss the copy that they need for their website or landing page. They say things like this when I ask who their target audience is:
“We work with everyone.”
“We can customize a solution for anybody.”
“Everyone can use our product.”
These sentiments may be true – to an extent, but that still doesn’t mean that your target audience is everyone.
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