Why you shouldn't care about your copywriting word count

Why word count is overrated in copywriting

There are many areas of life where more = better. More money, more time, more ice cream. If you’re getting more of something you’ve paid for, you’re usually winning. But not when you’re paying for copywriting.

When it comes to copywriting, more words don’t always mean better results. In fact, in many cases, it can mean the opposite.

Consider the following examples:

• Instagram ad copy - You’ve got a few seconds to grab someone’s attention. A long caption is likely to get scrolled past. A short, punchy caption that gets to the point quickly is more likely to stop the scroll.
• Emails - Most email clients will crop your email copy past a certain length. If your reader has to click to see more, you’ve lost them. Keeping your emails shorter than this limit is crucial.

What really matters in your copy (quality over quantity)

The most important thing in your copy is clarity.

If your reader doesn’t understand what you’re trying to say, it doesn’t matter how many words you’ve used. In fact, the more words you use to say something, the more likely you are to lose your reader’s attention.

Remember 💡

It takes more skill to write a clear, concise sentence than it does to write a long, rambling paragraph. Copywriting word count is irrelevant if your message isn’t clear.

But you also need to be engaging.

Because if your reader is bored, they’re not going to stick around to read your 10,000-word sales page. Great copy usually tells a story, and different stories need different lengths to be told effectively.

Tailoring your message to your purpose and audience

The length of your copy should match the context.

If you’re writing a Facebook ad, you’re going to need to be a lot more concise than if you’re writing a long-form sales page. If you’re writing a sales page, you’re going to need to be a lot more concise than if you’re writing a book.

You need to know your audience’s preferences.

Some audiences love long-form content. They’ll read every word of your 10,000-word sales page and come back for more. Others will bounce off your page if they see a wall of text. You need to know who you’re writing for and what they’re looking for—then the copywriting word count will take care of itself.

And you need to know what stage they’re at.

If someone has only just become aware of their problem, they’ll need more persuasion than someone who’s been looking for a solution for months. Your copy needs to match their level of awareness and intent.

Why you should pay for strategy, never word count

When you pay for copywriting, you’re not paying for words.

Contrary to some people’s assumptions, copywriters don’t start the clock when they start typing. They start the clock when they start thinking.

Before they write a single word, a good copywriter will:

• Research your audience - What do they care about? What are their pain points? What are they looking for in a solution?
• Research your competitors - What are they doing well? What are they missing? How can you stand out from the crowd?
• Research your product - What are its features? What are its benefits? How does it solve your audience’s problems?
• Develop a strategy - What’s the best way to communicate your message to your audience? What tone of voice should you use? What kind of stories will resonate with them?

Some projects might require an hour of research for every hour of writing. Some might require more, some less. But the premise is the same when it comes to copywriting word count…

Remember 💡

You’re paying for the expertise and strategy behind the words, not the words themselves.

And that’s why you should avoid per-word pricing.

When you go to sites like Upwork or Fiverr, you’ll see copywriters offering their services for a certain amount per word—instead of per project.

This is a trap you don’t want to fall into.

When you pay by the word, you’re incentivising your copywriter to:

• Write more words - Even if they’re not necessary.
• Write less clearly - Because it’s easier to pad out a sentence with fluff than it is to make it clear and concise.
• Write less strategically - Because they’re not being paid to think about your audience, your product or your competitors.
• Write faster - Because the more words they write in an hour, the more they get paid (even if that means the quality suffers).

How to evaluate copywriters without focusing on word count

When you’re hiring a copywriter, you should mostly be asking qualitative questions, not quantitative ones based on copywriting word count.

Ask them about their process.

A good copywriter will be able to explain how they approach a project. They should be able to talk you through their research process, their strategy development, and their writing process.

Ask them about their experience.

The right copywriter will have experience with either your niche, your product type, the type of copy you need, or your audience in general. You don’t need them to hit all of those points, but they should be able to demonstrate that they understand your needs.

Ask them for examples.

A good copywriter will have a portfolio of work they can show you. They should be able to explain the context of each piece, the strategy behind it, and the results it achieved (whether that’s objective data or subjective feedback from clients).

Remember 💡

If they focus on copywriting word count, they’re probably not the right fit. You want someone who can create copy that resonates with your audience, regardless of length.

Key takeaways

Here's what you need to remember about copywriting word counts:

• Length doesn't equal quality - More words don't always mean better results. In many cases, they can mean the opposite.
• Clarity is king - If your reader doesn't understand what you're trying to say, it doesn't matter how many words you've used.
• Tailor your word count to your audience - The length of your copy should match the context and your audience's preferences.
• Pay for strategy, not words - You're paying for the expertise and strategy behind the words, not the words themselves.
• Evaluate copywriters qualitatively - Ask about their process, experience, and examples. Don't focus on word count.
• Avoid per-word pricing - Pricing by the word incentivizes copywriters to write more, write less clearly, write less strategically, and write faster.

Keep these points in mind when hiring a copywriter, and you'll be able to find someone who can create copy that resonates with your audience, regardless of word count.

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