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What is better -- a short online sales copy or a longer sales letter? This is a question that many of my customers have asked me. Many of them have told me that they dislike long sales copy themselves and because of that they don't feel that the long sales letters are effective. Because of their personal dislike they don't want to use long sales letters to sell their own products and services.
The truth of the matter is exactly the opposite -- long sales letters that share a lot of information outperform shorter copy every single time. Long sales letters bring in more service clients and product buyers. I have done many experiments on this subject, and a long, effective sales letter has come out a hands-down winner every single time.
Here is why long sales copy works much better at selling your products and services:
- Serious buyers need more information about your products or services than 2-3 paragraphs in the short copy can ever provide. They need to know what's in it for them and how your product or service will benefit them. You cannot provide all this information in a short copy, and serious buyers who encounter your short sales copy leave your web site without buying.
On the other hand, when serious buyers are presented with longer copy, they study it to see if they will benefit. More often than not the longer copy convinces a serious buyer to make a purchase.
- A longer copy can explain what you have to offer much better. A longer sales copy gives you enough space to explain the benefits of your products and services in more detail. It is hard to explain everything in a paragraph or two. When you write longer copy you can share a personal story, a client testimonial, or a study to re-enforce the benefits of your products or services.
Longer copy helps you paint a better picture of what you have to offer and what your clients will receive.
- How do you read long sales copy? Many people usually read certain portions of the copy and don't read other portions. This is exactly how your potential customers read it too! Different things appeal to different customers.
For example, when registering for a teleseminar, some of the people who register, find that the most important benefit to is to be able to get both the audio AND the written copy of the teleseminar materials, so that they can listen to the recording and read the notes. For others the most important benefit may be something else.
Exactly the same holds true when you are describing the benefits of what you are selling. Some benefits will have appeal to some people, while other benefits may be important to others. By listing all of the benefits that you have to offer you are going to appeal to more people and get more buyers.
As you can see, longer sales copy produces better results and helps you gain more clients.
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