Long sales copy versus short sales copy.

[newsguy]

[Dean Phillips]

There's an old marketing adage, "the more you tell, the more you sell!" However, there's a caveat to that adage, "whatever you do, don't be boring!"

I personally use long copy with great success, and so do many other marketers. But it has to be skillfully done or else readers will get bored and click away.

I sell my E-mail Consultation Service for $99.95, using long copy. However, I've also made my copy interactive. While potential clients are reading my sales letter, they can also click on different links and check out my credentials, as well as read testimonials telling them what my current clients think about my service.

Here's a general rule of thumb about writing copy: Make your copy as long as necessary to effectively tell your story. Finding the correct balance between length and effectiveness requires testing, testing and more testing!

[newsguy]

[Dean Phillips]

[shelwriter]

One thing that I've learned is that where the long copy is makes a difference.

If you're talking about a one-page sales letter, I really think Dean's idea about having an "interactive" page with popup info boxes and/or other pages for FAQ's and screenshots, etc, are the way to go.

But, if you're dealing with a multi-layered website there are times when you need very little copy on the home/landing page. The long copy needs to be navigated to, using the short copy.

You have to look at it from a "visitors" standpoint. What would YOU want to read, see, know on that page... etc.

And, as Dean said, test, test, test! LOL

Shel

[koanwrangler]

[Lynn Terry]

Excellent points, Pat

[Cricket]

[kidino]

I believe in this ...

Your copy can never be too long ... only too boring

[Lynn Terry]

Agreed. I read a 28 page sales letter - twice - earlier this week... and decided to order the software

[PattyGale]

[koanwrangler]

Hey Cricket- thanks. I'm glad you liked it- swing by my site sometime-

PattyGale- I'm fascinated. You sound like an excellent "control" reader for sales copy.

Would you please direct me to the last three "internet marketing" products that you bought online and the sales pages that influenced you to buy?

Those letters are "Hypey" for a reason- blame it Milton Erickson- but, I think there is a material percentage of readers who are like you.

As a copywriter, I'm real interested in accomodating both types of readers- and wondering how to do that in one sales letter...

Any data would be cherished.

thanks,

Pat

[Ladan Lashkari]

[Jennifer Hadorn]

[TarheelHosting]

I'm a big fan of Dan Kennedy and he recommends long copy - in fact he quotes his longest at something extreme like 64 pages. However this is typical direct mail (i.e. letters).

The genreally proposed theory is whatever works offline typically works online so given that if you have something to say that is relevent, as opposed to just filler, then say it no matter how long it takes.

If somebody is interested to the point of considering making a purchase they will generally read everything you write - hence giving you more opportunity to sell them!!


Simon