Write Like They Have to Pee by Justin Oberman

The right hook is not enough.

Now you’ve got to keep your readers interested.

They want to understand how it will benefit them.

They’re looking for value.

Because once they feel like they’ve read everything there is to read, they’ll look for any excuse to stop.

Don’t let them.

Unless they’re stopping to go do what you want them to do.

In future articles, I’ll be showing you the techniques some of the best advertising copywriters use to do just that.

But for now, let’s start with rule numero uno:

Make it as easy as possible for your audience to both start and continue reading your copy.

But how much copy?

Which does a better job making copy easier to read, the short or the long kind?

The logic behind writing long copy is that the more you can keep them reading, the more likely they are to buy whatever it is you are trying to sell.

After all, a door to door salesman never sells you on the opening line.

The logic behind shorter copy is that people don't pay attention anymore.

Especially when it comes to reading.

The obvious answer is to test both the long and short versions of a campaign.

Both methods are right depending on the circumstances.

But the truth is what matters is not how long or short your copy is.

What matters is how engaging it is.

As the legendary copywriter, Howard Gossage put it:

“People don’t read ads. They read what interests them. And sometimes it’s an ad.”

In other words, people stop reading when they get bored.

I’ve read long copy that’s made it feel like no time has passed.

And I’ve read short copy that feels like it's taking forever.

Effortless copy moves you from one exciting point to another.

The best trick I know to achieve this level of effortless copy comes from Bond Halbert, son of direct mail legend Gary Halbert.

“Write like you’re prospect has to pee.”

Doing so helps you cut the fluff that, despite your best intentions, actually end up distracting your readers.

And it forces you to edit and shorten copy that doesn’t add to the power of your message.

Stay tuned for other writing tips.

You can go now.

By Justin Oberman