Writing Long Copy

[Intrepreneur]

Ok, so when writing copy it usually has to be interesting the whole way through. Will someone actually read long copy that touches home in many places or is it best to try have people read it in a short report?

I've been debating this with myself, how do I get my long copy read and heard.

I know it has to be interesting the whole way through for it to be long, but after reading a short report I see potential for a long sales copy.

Now what I don't understand is, will it be read, if I put it in there with good headlines, or is there a better medium for getting the long and the tail of it read and understood.. ?

[Jo_Shua]

Originally Posted by Intrepreneur

Ok, so when writing copy it usually has to be interesting the whole way through. Will someone actually read long copy that touches home in many places or is it best to try have people read it in a short report?

I've been debating this with myself, how do I get my long copy read and heard.

I know it has to be interesting the whole way through for it to be long, but after reading a short report I see potential for a long sales copy.

Now what I don't understand is, will it be read, if I put it in there with good headlines, or is there a better medium for getting the long and the tail of it read and understood.. ?

Sure, people will read your long, drawn out copy! And I will show you one way you can get your readers to do the same.

First, Paul Hancox has an excellent post on his blog, www.copysnips.com. He addresses the debate of long copy vs. short copy. In my opinion, he stops the ball... no more debate!

At Last, Here's The Definitive Formula For The Length Of Your Sales Copy!

It is a great read, and I recommend that everyone read it.

Back to your question, Intrepreneur. You can simplify your copy...

Cashvertising, a book by Drew Eric Whitman, gives 4 prescriptions for simplifying your copy.

1. Use Short, Simple Words
2. The Shorter Your Sentences, the Better
3. The Short, Short Paragraph Trick
4. Pile on the Personal Pronoun Personality

I will give you an example.

Would you like to know a secret way of making your readers actually read what you have to say? A way that makes them so angry at themselves because their eyes can not read fast enough?

I thought so.

Now let me explain...

I hope that helps you.


JC

P.S. I used those techniques on you in this reply

[Paul Hancox]

I couldn't really say it better than what Joshua said...

Oh, and that blog might be worth checking out... or so I've heard.

[kabong]

I think it would depend on the products you are selling. I love long copy but if it is for design and software, the demo and portfolio is really much in weight.

[Bill Jeffels]

I would agree with Mark on this one, depends on product or service/price point.

But, in actuallity you should be putting all your tricks and tactics into sellling a $47 product just like you were selling a $997 product.

The copy should be as long as it takes to get your prospect to buy your product or service. That could be 6 pages it could be 10 or 12. What ever it takes to make your prospect hot for what you got.

Take care,

Bill Jeffels

[mariner7]

They have at least 2 versions of the Pro-Activ commercial -- the long version and the abridged version.

The basic difference is repetition, the long version repeats the same cycles -- problem, agitation, benefits, testimonials, call to action.

There is a reason why they pay millions of dollars to someone to make those commercials -- they work.

Find the equivalent of Pro-Activ for your product and look at what they're doing.

[DavidO]

Every time I start doubting the wisdom of long copy I remind myself of my own behavior. If I'm reading something I'm passionate about (your ideal visitor) I eat up every word and want more still!

Of course not everyone is like me (to their misfortune ) but for those people you write a condensed version of your copy in your subheads so that skimmers can get the same message.

But you'll find that most of your buyers do actually read everything.

[Jack Bastide]

Some things that have worked well for me
are Humor and Storytelling and Images

I like to call it Entertaining copy

Think about it this way ...

Would you read a 20 page book about
Quantum Physics?

Probably not .. unless you have glasses
held together by a little piece of tape, a labcoat
and a Pocket protector

But would you read a 20 page story that told an
interesting story and had funny pictures?

You probably would.

So if you can weave together an interesting story
with some Compelling Sales copy you could have a
Home Run

"Facts Tell and Stories Sell"

A lot depends on the niche of course. If you are doing
Copy for an Attorney or a CPA they might not want you
to be too funny.

I wrote a sales letter for an Ebook I wrote awhile ago
about How I was able to pull myself out of a Horrible
Financial Situation and create a Full time Income from
home in less than 6 Months

Its funny and irreverent but resulted in TONS of downloads
and a lot of business for me

It had lots of wacky pictures

I remember some guy emailed me and said

"That's The ONLY Sales Letter " I ever read
from top to bottom"

If you want I can look it up and post it here

People do business from those they Know, Like and
trust

If you can make them smile you are one step ahead
of the game

Jack

[Intrepreneur]

Thanks some cool tips in here for the formula Im giving a read to the links.. you all sent.. thanks.

Best Wishes
Intrepreneur.

[Jack Bastide]

Originally Posted by WordPro

Be very, very careful using humor in your sales copy - someone above suggested this, that it can be a good idea.

Most often, it is not a good idea at all, unless you are an exceptionally gifted writer.

Generally speaking, it is best to keep humor out of a piece of sales copy.

Best regards.


Mark

It depends on a lot on who your audience is
and who your client is

I have never been afraid to step outside the
box

Look at something like The Rich Jerk which
basically insulted the audience

A risky strategy but it paid off big time

Jack

[Bill Jeffels]

Humour in a salesletter?. I've never done it. Don't think I will. I would want to be 100% sure that my prospect would not be offended.

Good point about The Rich Jerk. But his audience expects that from him.

It's kind of like going to a Andrew "Dice" Clay show and leaving because your offended. You know what to expect from Dice.

Best,

Bill Jeffels

[Chris Ramsey]

Haven't actually read this yet, but it sounds like it might be good.

Long Copy vs. Short Copy Tested

[lenlatimer]

Those people who are interested in your product and offer will read your long copy. Those who aren't, won't. Remember, a 1% response means 99% rejection. If you solve their problem or sooth their pain, they'll read it- especially if written well.

[CDarklock]

Originally Posted by WordPro

Sure, it can work Jack but you do have to be very careful using said approach - it certainly won't work in the wrong or inexperienced sales copy hands.

Basic rule of thumb: comedy is hard.

If you're not well practised at it, you're better off not trying... or at the very least get someone who is practised to help.

[CDarklock]

Originally Posted by WordPro

It's certainly something I would never introduce to my sales copy, either for clients, or myself for that matter.

Says the guy with the WSO for copy that makes you come in your pants.

[The Copy Nazi]

Originally Posted by CDarklock

Says the guy with the WSO for copy that makes you come in your pants.

I was gonna say "stay away from smutty "come on" headlines - you'll alienate half your audience".

[3Darmory]

R u writing for urself? If so then do not think that much, the readers will find u out.

[AlanCarr]

3Darmory nailed it in a way. If humor happens, let it. Never strain for it, as then you're putting yourself in front of the product.


B.

[pbennett]

I still don't understand long copy. I understand what it is, but I don't understand why it's used. I personally hate it. I hate reading through tons of garbage just to find out what the price of something is. I had something yesterday where they went on and on from page to page and I finally just clicked out of it. I'm tooooooooooooooooooo busy for that kind of stuff. I just don't get how it works.

[Raydal]

How are writers like Stephen king able to get his readers
attention to read through hundreds of pages of a story
that would provide no benefit to the reader other than
entertainment?

Well, why shouldn't a copywriter be able to get his readers
to read 25 pages of copy about a product that would solve
their problems?

Then you borrow the tricks from novel writers. Suspense,
cliff-hangers, pacing, problem-resolution, human interest
stories, show don't tell, entertain, be specific, imagery,
compelling metaphors ... the list goes on.

-Ray Edwards

[BrianMcLeod]

Originally Posted by pbennett

I still don't understand long copy. I understand what it is, but I don't understand why it's used.

Then you don't understand what it is.

I personally hate it.

Utterly irrelevant as a marketer, but duly noted.

Remember, what YOU like and dislike doesn't matter. The only thing that matters is what causes your readers to take action.

Think of it as a qualifier if you like. Think of it as a laser targeted sales message that is not actually written for the majority of those who stumble across it.

I hate reading

That is unfortunately often why many dislike long copy (I know it's unfair to chop your quote up and you may actually LOVE reading some things... but work with me here).

through tons of garbage

Again we have a negative expectation, a presupposition that you're reading garbage... by the ton.

just to find out what the price of something is.

The money shot... you weren't a buyer, you were a casual passer-by, a window shopper looking at price tags out of curiousity.

That copy is not for you. Under the best of circumstances a large majority of those reading your copy are not going to take action so who should the message center around? The ones who are most inclined to buy right now.

I had something yesterday where they went on and on from page to page and I finally just clicked out of it. I'm tooooooooooooooooooo busy for that kind of stuff. I just don't get how it works.

Either that copy suuuuuuuuuuuuuuucked, or you were not a good fit.

Hope this helps,

Brian

[pbennett]

I would post that copy, but I'm afraid they might be on this forum.

I honestly don't get it. As a buyer, long copy is maddening. I just want the facts and the price. The rest of the BS just makes me nuts.

Can somebody point me to the BEST articles (from an expert) on long copy so I can figure out why this is supposedly a good thing?

[BrianMcLeod]

Originally Posted by pbennett

Can somebody point me to the BEST articles (from an expert) on long copy so I can figure out why this is supposedly a good thing?

LOL...

Is there an expert in the house?

Classic.

Good luck.

[pbennett]

Is there an expert in the house?

Classic.

Good luck.

????

ok, well if there's no one that can prove that long copy is the way to go, then why do we even bother with it?

[Bill Jeffels]

Originally Posted by BrianMcLeod

LOL...

Is there an expert in the house?

Classic.

Good luck.

Ya, I had a good laugh when I read this a couple hours ago.

Somebody want to e-mail Carlton and Makepeace and tell them to shorten those damn 25 page letters.

-Bill

[pbennett]

good point, but I have no clue who the experts are. I don't assume that just anybody that posts on this forum is an expert.

Anybody care to name names?

[pbennett]

No, I don't buy from long copy.

sorry if that offends you guys, but to me it's just a waste of reading. If you can't prove to me that something is good without having to scroll forever and read a story that goes on forever, then all it tells me is that you are desperate to sell.

Can somebody post copy that sold a LOT?

[Intrepreneur]

Originally Posted by pbennett

No, I don't buy from long copy.

sorry if that offends you guys, but to me it's just a waste of reading. If you can't prove to me that something is good without having to scroll forever and read a story that goes on forever, then all it tells me is that you are desperate to sell.

Can somebody post copy that sold a LOT?

www.hypnoticmarketing.com

www.burthefat.com

There are many many more.

[Bill Jeffels]

No offence taken by someone trying to say long copy doesn't work. Anyone that know's anything about writing copy knows different.

Like I said. Now Carlton doesn't have to write those pesky 25 page letters.

More time to play his guitar.

-Bill