Size matters. Why long sales copy works better than short copy
Size does matter and the more you have to tell – the more you will sell.
Troy White is a Calgary based entrepreneur who has been involved in sales and marketing for over 23 years.
By Troy White
Long sales copy doesn’t just work. It works to the tune of better than $1.5 trillion dollars a year according to the Direct Marketing Association!
Having said that – it’s very common to have doubts on this form of copy it is nothing like what you typically see out there (but then again 99% of the advertising you see out there does not work at all). Most of us have personal experience with throwing out much of the long copy letters we get.
But, for well over 100 years there have been millions and millions of products sold with long copy advertising. My mentor Ted Nicholas has personally sold well over 15 million of his own books using this type of advertising. And yes, people will read it if they are interested in finding a cure to their debt problems.
Most people get scared of running this type of copy as it seems long and it is different that what you see out there.
The proof though – is always in the numbers.
Many business owners are very apologetic about their selling. Frankly, I suggest you quit apologizing for selling and just get on with it or get out.
Fact – if you are selling a product – are you more likely to sell it in a sales call when you get your prospect face to face for – 30 seconds? – Or 30 minutes? Of course – its 30 minutes.
“The more you tell the more you sell.”
No different in print, web, or where ever.
Proven for 100 years that long copy sells better.
Great one – Factoid: Over 65% of buyers of long, seemingly hypey infomercials (long copy on tv) are women. Women make up the greatest market of emotion-laden direct response ads and programs, according to The Direct Marketing Association (if I recall correctly). Take for instance weight loss products, cosmetics, lingerie, The Shopping Channel, etc.
Look at it this way: to paraphrase, “sex” sells (for men), but “sense” sells (for women).
Let me flip this one for you:
Imagine that disaster strikes and you need to sell your house in 30 days.
You are screwed. You are panicking. You list it but no one is biting. Then you get a 30 page package in the mail and the headline reads:
How We Can Help You Sell Your Home in 30 Days for AT LEAST 25% More than You Expect
Do you think you might stop whatever you were doing, sit down and begin to read it? Do you think you might set aside half an hour to explore it? Do you think if you turned to page 15 and saw four testimonials from people who were in worse straits than you that you might take notice? Do you think if you were impressed you might even call the number they list – without finishing it? I think you might.
Another situation: You are going through a divorce and you don’t want to get divorced!
You are devastated.
You are panicking.
No one has any good advice for you.
Then you get a 30 page package in the mail and the headline reads:
How to Stop Your Divorce (Even If it Seems Hopeless)
Let Us Show You exactly What to Say to Stop Your Divorce Dead in It’s Tracks and Get your Marriage Back ON Track.
Again, do you think you might stop whatever you were doing, sit down and begin to read it? Do you think you might set aside half an hour to explore it? Do you think if you turned to page 15 and saw four testimonials from people who were in worse straits than you that you might take notice? Do you think if you were impressed you might even call the number they list – without finishing it?
See, what people say and what people do are totally different. Marketing is only interested in what people actually do because it is interested in producing a specific behavioural result.
Don’t be afraid of telling the whole story – people want to hear it – as long as you keep it interesting.
Try it – you’ll certainly like the results. To your success
Category: Business Stategy
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