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Simple copy questions

by krull
11 replies
Why on Earth are some copy pages so amazingly long? To me it seems that if you're witty enough and you've got enough of a buzz going around, a shorter sales letter will work just fine. Personally, scrolling through all of that stuff would put me off faster than anything.

Why is it that most copy is in writing? My membership site is based 95% on video, so my question is: is it ok to have almost a completely video-based sales letter (video)? I think that would go over a lot more well.

The last thing is that the community I've created is a very close-knit community, so that means that if I were to introduce all of this fancy marketing or salesman and sales letter stuff, the crowd would be a bit put off. I'm thinking that it would be better to try another method, such as just simply being my old self that the audience is used to and just go with it. In my mind that would convert more than any sales letter ever would.

Be their friend, you know?


I just wanted some opinions here. I'm thinking that I can do much better without the typical copy and going about this the usual way. They know what they're getting themselves into and they know what they want Me being on a camera explaining why they need to buy what I'm selling and convincing them in an everyday way is my plan for now. Just wanted to see what you thought.
#copy #questions #simple
  • Profile picture of the author Cherilyn Woodhouse
    That depends on how you define typical copy, really.

    If by typical copy, you're referring to long salesletters just for the sake of it, no video because the copywriter is getting paid by the page, and over-hyped but under-producing copy because "that's how it's done" - then either you're looking at examples from a market completely different from your own (IM is always very hypey, but it works in this niche) or you're looking at bad examples.

    But if by "typical copy" you mean the landing page of your site that is designed, after careful market research and consideration, to be what your readers would expect to see on that page, and use appropriate tactics for your audience and a medium (whether that is text, audio, video, or even webinars or phone presentations) to get that message to them, then yes - typical copy would do you well. And yes, copywriters do write video & audio scripts as well (at least, some do.)

    To put it another way...

    A "copy" writer would write you a hyped up sales piece that doesn't resonate with your market at all, like the one your describing.

    A true Copywriter, however, would find what truly resonates with your market, and give it to them.

    Just my 2c.

    - Cherilyn.
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    • Profile picture of the author Hugh Thyer
      If people are interested they will read.

      What about Rich Dad, Poor Dad. Longest damned sales letter I ever read.

      As far as writing style is concerned to your own list, you're quite right. Copy is about creating a connection with your audience. If you already have that connection then you'll write to them differently. Its a good observation you've made.
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      • Profile picture of the author ThePenMaster
        i WAS JUST WONDERING - HOW MUCH BETTER IS THE RESPONSE/ACCEPTANCE OF THE VIDEO MODEL?
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    • Profile picture of the author Len Bailey
      It's not unusual for sales pages in the financial/investment market to be 25 pages long. And that makes sense -- if you're thinking about dropping a few grand on an investment service, you want details. Not just a bunch of testimonials. Same for the health and nutritional supplement market.

      But it all comes back to what Cherily said...

      Originally Posted by Cherilyn Woodhouse View Post

      A true Copywriter, however, would find what truly resonates with your market, and give it to them.
      And I say, "Amen to that!"

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  • Profile picture of the author travlinguy
    The dominant modality for 55 percent of the population to processes information is visually. 40+ percent processes by listening. This group would much rather read than watch because as they're reading they actually 'hear' the message in their mind. The rest process primarily by touch. Understanding how people process information, the smart writer will blend his message to incorporate the first two modalities.

    Personally, I'm in the second group and usually won't click on a video unless I'm REALLY interested in the offer. And if I arrive on a page and a video starts up automatically, I click away immediately. I have no problem reading long copy, however.

    You might want to do a search on NLP and learning modalities for specifics, as there are other very explicit methods for reaching people.

    One of the biggest mistakes any marketer can make is to blindly assume that everyone is like him. Good luck!
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  • Profile picture of the author Bigsofty
    What does the last 1/4 of the video say?

    You don't know until you've sat through the first 3/4. That to me is a problem.



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  • Profile picture of the author MontelloMarketing
    Originally Posted by krull View Post

    Why on Earth are some copy pages so amazingly long?
    Good copy is as long as it needs to be to get the sale. For some things that's 5 pages and for other things it's 40 pages.

    Why is it that most copy is in writing? My membership site is based 95% on video, so my question is: is it ok to have almost a completely video-based sales letter (video)? I think that would go over a lot more well.
    I've tested this extensively... More than 90% of the time... unless the mere sight of you on screen is exciting to the niche (meaning, you're a star to your market) like Donald Trump or even Rich Schefren, then video alone will not get the job done. You need video supplemented by copy. Or better yet, written copy supplemented by video. Why? Because as Big Softy said people sometimes just want to get to it. There is no visual way to scan a video to get to the part that interests you.

    The last thing is that the community I've created is a very close-knit community, so that means that if I were to introduce all of this fancy marketing or salesman and sales letter stuff, the crowd would be a bit put off. I'm thinking that it would be better to try another method, such as just simply being my old self that the audience is used to and just go with it. In my mind that would convert more than any sales letter ever would.
    What you need is a real sales letter written by a real copywriter. Someone who doesn't just go out there and throw all the same hype around. He understands how to befriend the crowd, write in your voice and STILL persuade them with salesmanship. It is these types of projects where real copywriters thrive.

    I just wanted some opinions here. I'm thinking that I can do much better without the typical copy and going about this the usual way. They know what they're getting themselves into and they know what they want Me being on a camera explaining why they need to buy what I'm selling and convincing them in an everyday way is my plan for now. Just wanted to see what you thought.
    As I said... if you're truly a star in the market. Someone already 100% trusted... someone whose mere presence gets the buyer over all the hurdles between where he is now, and the buy button, then sure.

    But most marketers... even experts in the field... even those with great reputations... can not... I repeat...

    CAN NOT PULL THIS OFF.
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  • Profile picture of the author Raydal
    Originally Posted by krull View Post

    Why on Earth are some copy pages so amazingly long? To me it seems that if you're witty enough and you've got enough of a buzz going around, a shorter sales letter will work just fine. Personally, scrolling through all of that stuff would put me off faster than anything.
    Length is relative. My kids would play the same video game for
    3 hours but fall asleep in a 1-hr prayer meeting.

    Young lovers don't measure time in hours ... Oh those good old
    days. Now my wife complains about the frown on my face when
    she interrupts me in the middle of making a WF post.

    There is no such thing as 'long', only 'boring'.

    -Ray Edwards
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    • Profile picture of the author krull
      Great replies. My market is a tad bit different. They all know me very well so it would be a bit odd to have the 'typical' copy like I mentioned earlier. What I'm going to do is come up with a plan that's both video and written. I imagine a lot will be sold on the video alone but for the others, I could use some short-style copy.
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  • Profile picture of the author Robin E. Anderson
    I also click away from video and would rather read copy,too, but that's just me. In fact, when I see a news story only in video form, I usually skip it because I'm annoyed that people won't read anymore.
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