Good Copywriting Is Short

  • Reading time:2 min(s) read

Helena is intelligent, but you probably wouldn’t notice, since her attention span is short. Maybe even too short for the previous sentence containing 15 words. Therefore, good copywriting needs to be short if you want to reach all.

Writing 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 understand – be clear and keep it short.

If the average sentence length is 14 words, readers understand over 90% of what they’re reading. At 43 words, comprehension drops to less than 10%. (Research by WylieComm)

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

Webcontent Readability

Tolstoy, “War and Peace.” 307 words.

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

Long Sentences Cripple Our Understanding

Sentence with 8 words (on desktop)
Comprehension 100%
Sentence with 14 words (on desktop)
Comprehension 90%
Sentence with 14 words (on smartphone)
Comprehension 45%
Sentence with 43 words (on desktop)
10%

Bottom line

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