FREELANCE UX COPYWRITER
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Rensch in the Works
How important is body copy?
If you have to ask, ask a pro.
A great headline catches the eye and the mind. But it doesn't close the sale. That's the function of body copy.
Copy can be long, or short. It depends on the sales situation, the medium, your audience, the product or service, space available, competitive factors, product personality, and much more.
Don't fall for the plea that long copy is always too long. Advertising copy should be as long as necessary, no longer. (Or, as Walt Disney's Cheshire Cat advised, "Start at the beginning, go on until you come to the end, then stop.") Avoid wordiness, puffery and redundancy.* But include whatever copy points are necessary to make the Call To Action seem like common sense.
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