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What Kind of Long Form Copy Should Be in a Copywriting Portfolio?

I don’t know about you, but I always want more when I’m reading an article or a blog post. I want to learn more, or at least I want the author to continue so I can get the rest of the story. Unfortunately, most articles don’t provide enough for me to want more. They leave me wanting more but also wondering if what I’ve just read is really all there is.

A common example of this problem is the long-form copy that accompanies online ads. I’m sure you’ve seen them. The usual culprits are the real estate category and the dating sites. Let’s look at why this type of writing often leaves me frustrated and wondering if what I’m reading is all there is.

The Dangers of Long-Form Copy

I hate to be the bearer of bad news, but I’m going to have to hit you with some. Even though you might just completed reading the whole article, there’s more danger you’ll never see. This type of writing leaves me frustrated, bored, and prone to clicking on whatever the hell looks interesting. Sometimes this can even lead me to unwittingly stumbling upon a virus or malware.

Here’s the thing. When you’re getting the full experience of reading an article, you usually are clicking through to another page and leaving the website. There’s no turning back once you leave the safety of the website. So, while the article you were reading might be totally innocent and quite engaging, the longer the form, the more danger you expose yourself to. This is why it’s better to write shorter, more engaging pieces.

How to Write Engaging Blog Posts That Get Readers To Click Further

If you want to write engaging blog posts that get readers to click further, do any of the following:

  • Use storytelling.
  • Keep it concise.
  • Use statistics and facts to support your arguments.
  • Make it original and add value.
  • Make it entertaining.

When I write, I like to do all of the above – plus – I generally like to include something that will make my readers think, “Now why didn’t I think of that?” I like to leave them wanting more. Of course, this is easier said than done. Like any other form of writing, it takes practice. So, don’t be discouraged if your attempts at writing long-form blog posts don’t always come out right. You’re bound to mess up now and then. Just keep trying and soon you’ll be publishing quality content that keeps your audience coming back for more.