Comments on: Dang I Hate Those Long Sales Letters!

By: Fred Gleeck

Fred Gleeck — Mon, 28 Jul 2008 07:53:05 +0000

As an information marketer, the only thing I care about are results. I have always assumed that long sales copy worked best ALL the time. Recently, some of my clients have been PROVING my assumption wrong. Given that the only sign in my office says: “measurement eliminates argument” I suggest that everyone TEST both long and shorter (whatever that is – just shorter than your long copy I guess) to see which works. One of my vendors, Karyn Greenstreet, tells me that she is getting some very good results (read higher response rates) using MUCH shorter copy. Whatever you are trying to sell/promote, I’d encourage you to at least try one of each. Do a split test and send every other visitor to the other sites using one long and one shorter. I use a woman name Sabrina Brick (www.SuperFastTweak.com) to edit my copy. I’m a decent copy writer, but she’s a better CLEANER UPPER.

By: Outtanames999

Outtanames999 — Wed, 28 May 2008 04:36:16 +0000

Long copy is boring to me but I long ago figured out the “formula”. So it’s tedious to have to wade through all the “testimonials” – almost always faked or video taped at some conference by tricking people into say what they wish or hope the product will do for them (”visualizing” their “success” they will have AFTER they buy the product in the future).

All I want to know is the PRICE. If it’s really cheap, hey I’ll probably buy it. But I rarely come across anything worth paying big bucks for. And hey, if you can’t convince me in 25 words or less, then maybe you didn’t spend enough time editing your copy! In fact, how do you know that long copy outperforms short copy if you don’t test both versions? You do test short copy for every product, don’t you?

By: Kathy

Kathy — Fri, 18 Apr 2008 01:39:07 +0000

Wow, I hate long copy! I usually close the window if I have click the scroll bar more than twice, and I still don’t know what the price of the item is. But then again, I’m more of a browser then a buyer. I guess you wouldn’t be writing for my benefit anyway.

By: LA

LA — Wed, 09 Apr 2008 20:22:53 +0000

I’m just starting to read up on all of the options available for online ventures. Being stuck in a 9-5 is torture, and I do find myself fitting that “desperate person” mindset – suddenly willing to impulsively buy a book at Barnes and Noble on entrepreneurship, considering an ebook when I would otherwise scoff and close the browser, etc.

I think this principle of long copy might also apply to cover letters with jobs. I tend to write mine long, but I have trouble cutting pieces out because they’re important parts of who I am even if they’re not directly relating to a specific duty of the job I’m applying for. I’ve found the interviews I have gotten with that method, the people interviewing me mention the letter instead of just talking about a resume. But it’s finding that balance between long and verbose that requires some testing, I suppose.

Hopefully I can put some of your tactics to use and see some results someday!

By: The Comeback Girl

The Comeback Girl — Wed, 09 Apr 2008 19:02:09 +0000

“Long sales copy is me fixing the dress on you… clasping a necklace around your neck and handing you the perfect mini clutch so you can get the full effect.”

brilliant!!!

By: Alexis

Alexis — Thu, 27 Mar 2008 02:02:04 +0000

@ Paul… thanks for the feedback. I like your tip regarding the imaginary Q & A session.

Alexis

By: "The Mad Webmaster"

"The Mad Webmaster" — Tue, 25 Mar 2008 15:31:07 +0000

Alexis

I have a tendency to agree with you on this one.

People ask me all the time, “how long is too long?”

I tell them it’s not about word count or pages, it’s about answering possible questions that can come up.

Sometimes I pretend I’m doing a Q & A session before I think about my copy. In other words “what’s the reader thinking about right now?”.

Some may be thinking how much? Others “how long does it take?” Others what will this do for me?

So IMHO, the more questions you can answer not only do you get closer to the sale, you may save yourself a lot of grief later with less customer support problems.

All the Best,
Paul

By: Alexis

Alexis — Tue, 25 Mar 2008 10:23:21 +0000

@ Nicolas… I read long sales letters all the time. And quite frankly I don’t find them confusing. But then again, I read the entire letter instead of just skimming.

I don’t think either of can speak for an entire online universe of buyers by saying that most of them scan or don’t scan.

But I will say that my sales numbers tell me to keep doing what I’m doing. And that’s good enough for me to continue writing long sales letters.

Alexis

By: Nicolas

Nicolas — Tue, 25 Mar 2008 10:14:14 +0000

Isn’t long copy also important to confuse the reader? I have never read a whole online sales letter for the last 7 years because I frankly find most of them boring and too many of them relying on the methods described by the late Corey Rudl, with lots of bold styled words, underlining etc.

I seem to remember him talking about long lists of benefits and long copy being there to confuse the reader, making him more likely to buy. Something on the lines of hyponosis, here embedded commands come right after a state of confusion has been inducted.

By: Nicolas

Nicolas — Tue, 25 Mar 2008 10:03:46 +0000

Aren’t there also other reasons for long sales copy? Something about confusing the prospect with a lot of information that he’s not likely to read? Sort of overwhelming people with reasons to buy. I have never read a complete sales text in my life. I always scan it. And I think most people do.