Many people that I speak to think long copy is dead. They say that nobody reads it, it's not effective any more, that long copy is hopelessly old-fashioned and out-of-date. I think that the demise of long copy has been exaggerated. Long copy still works and lives.
Today's resource is from my own online copywriting course, available at WebCopyWritingExplained.com. In this lesson, I explain why long copy works and show you how to use it effectively.
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 NOT like selling in person. When you talk to a client, you pay attention to his words and his body language, alert for clues to his thoughts. You can't read body language when you sell online! With no visual cues to hint at what your customer is thinking, you must find a way to answer any objections. The only way to do that is to define your client's objections in advance, answering his concerns before they are even voiced. This requires a lot of words, which leads us to long copy!
Long copy helps you tell a story. In Seth Godin's book, All Marketers Are Liars, the author discusses the power of stories to sell a product. Learn how stories sell, and how that can help 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!
Interestingly, you could even use these headlines word for word to start each of the sections in your copy, and it would work great!
Today's resource is from my own online copywriting course, available at WebCopyWritingExplained.com. In this lesson, I explain why long copy works and show you how to use it effectively.
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 NOT like selling in person. When you talk to a client, you pay attention to his words and his body language, alert for clues to his thoughts. You can't read body language when you sell online! With no visual cues to hint at what your customer is thinking, you must find a way to answer any objections. The only way to do that is to define your client's objections in advance, answering his concerns before they are even voiced. This requires a lot of words, which leads us to long copy!
Long copy helps you tell a story. In Seth Godin's book, All Marketers Are Liars, the author discusses the power of stories to sell a product. Learn how stories sell, and how that can help 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!
Interestingly, you could even use these headlines word for word to start each of the sections in your copy, and it would work great!
About the Author:
For tips, tricks, and tactics of a top direct response copywriter, check out the membership site of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and copywriting advice.
No comments:
Post a Comment