Good Copywriting Is Short

Helena is intelligent, but you probably wouldn’t notice, since her attention span is short. Maybe, even to short for the previous sentence containing 15 words.

Good writing is short


These days, good copywriting is short

A sentence must be no longer than 14 words. Ideally shorter. The good old SMS had 168 characters and Twitter now allows 280.

However, here is some interesting statistics about Twitter.

“The most common length of a tweet back when Twitter only allowed 140 characters was 34 characters. Now that the limit is 280 characters, the most common length of a tweet is 33 characters.” (Techcrunch)

Write to be understood

If you want people to read and understand you – be clear and keep it short.

“Writing guru Ann Wylie describes research showing that when average sentence length is 14 words, readers understand more than 90% of what they’re reading. At 43 words, comprehension drops to less than 10%” (GOV.UK).

Here you can check your understanding of one of the longest sentences known in literature.

Tolstoy, “War and Peace.” 307 words.

Webcontent Readability

For most people this is a rather daunting experience to read. Personally, this is how I feel when I read many websites 🙂

Bottom line: Break sentences up and remove as many words as possible, without losing its deeper meaning. That makes it powerful.

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