Ask for an opinion about long copy, and you will get it! People think that it doesn’t work, it’s old-fashioned and nobody reads it. Well, I’m here to tell you that reports of the death of long copy have been greatly exaggerated. Long copy sales letters are not dead.
There are some very good reasons for creating long sales letters. In my online course, I discuss the differences between long and short copy, and explain how and why long copy really works. Check out my online course at WebCopyWritingExplained.com for more information.
There are three reasons why long copy is effective:
People love to read about what they love. Whatever your passion, don’t you love to visit websites or read books that tell you more? There’s a certain thrill in finding a great book on your favorite topic. Here in Spokane, my favorite bookstore is Auntie’s Bookstore. When I go there to research a topic, I find it irresistible. I don’t just buy one book on that topic – I buy ALL the books on that topic! If you could see my office here, you would see hundreds of books on marketing, copywriting, and web conversion. That’s my passion. We all love to read about our favorite topics, and that certainly includes sales letters about our favorite topics.
Selling online is different from selling in person. When you deal with a client in person, you aren’t only listening to what he says. You are also reading his body language, looking for clues to his thoughts. By contrast, when you sell online, you lose all those valuable visual cues. Instead, you have to define your client’s objections in advance, then answer these objections. This can take a lot of words, and lead you directly to long copy!
Long copy allows you to tell a story. Stories sell. If you doubt this, I recommend the book All Marketers Are Liars by Seth Godin. It talks about the power of story selling and why it’s so important to your business.
Do I have you convinced? Try this simple formula to create a four-part long copy sales letter that can get you results if done properly. This formula is credited to John Carlton – I love his material, and highly recommend it to you:
Here’s what I have to offer. Here you explain exactly what you are offering to people reading your copy.
Here’s why it’s right for you. Solve your reader’s problems, and explain why you are the right choice.
Here are some answers for you. Here, you answer any questions that they may have in advance.
Here’s what to do now. Tell them what to do next. Buy! Call now! Add a sense of urgency, and tell them to call you Right Now!
It is interesting to note that you could use each of these headlines, exactly as written, to start each section in your copy. Try it — it really works!