Question

Topic: Advertising/PR

Word Limits In Marketing Letters

Posted by Anonymous on 5/27/2005 at 3:39 PM ET 50 Points
I know that "the shorter the better" is a good axiom in regards to marketing letters, but are there hard, fast rules for the amount of words / paragraphs when sending out a letter for small business marketing? Thanks!
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  • Posted by michael on 5/27/2005 at 4:05 PM Accepted
    Jim,

    Actually it depends more on the length of the buying cycle than anything else. Example: If you're a moving company and you're targeting people who you know have just sold their house, you want a TON of information in that piece. However, if you're targeting new home buyers, now, for winter snowblowers you should go with something quite a bit shorter.

    Hope that helps a little.

    Michael

  • Posted by mgoodman on 5/28/2005 at 5:52 PM Accepted
    The answer to your question depends on the target audience and product category. Sure, shorter is usually better, but not all the time or for every product/market.

    The one thing that IS constant is that people read headlines, remember pictures, and glance at captions and sub-heads. Body copy is last on the list. That doesn't mean you can ignore it, but it does mean that you better make the headline a grabber and the visuals worth remembering. And if it's longer than a paragraph or two, consider some sub-heads that capture the essence of the following paragraphs.
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