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Does Long Copy Sales Page Convert Better Than Shorter Copy + Graphics + Content

by David Michael
14 replies
I know I may get blasted for this but when ever I see super-long copy sales pages I think scam or hype. However, when I visit sites with short copy with good call to actions + good graphics + content I tend to stay at the site longer and am compelled to join or purchase more than the typical clickbank landing page.

An example would be freshbooks.com or mint.com

Does anyone have the same thoughts? Different ones?
#content #convert #copy #graphics #long #page #sales #shorter
  • Profile picture of the author profitlancerpaul
    You know, when I first started doing this stuff, I always thought the same too, every time I saw a long landing/sales copy letter, I automatically
    assumed it was "scam/hype"

    But you know, it took me a while to understand, several days and hours of wasted time, trying to figure out how to make money online, without using
    the same kind of pages, that I though were "scamy & hypee"

    And then, after a while, I began to understand...why I thought all those
    previous pages I had seen, looked like garbage to me.

    "Because I wasn't the Target Audience" or the Prime Prospect!"

    I tried and tried to come up with a formula, so my landing pages
    didn't look like the "scamy spamy type" I kept trying to

    reinvent the wheel lol! But it just wasn't working!

    Then....

    I decided to follow the sales copy formula for one of my niches,
    and even though I personally thought my page looked "scamy & Hypee" to me, my bank account tells me other wise!

    Paul

    P.s If you find another way...let us all know!
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    • Profile picture of the author Zeal4Life
      Nuff said...

      Originally Posted by profitlancerpaul View Post


      And then, after a while, I began to understand...why I thought all those
      previous pages I had seen, looked like garbage to me.

      "Because I wasn't the Target Audience" or the Prime Prospect!"

      I decided to follow the sales copy formula for one of my niches,
      and even though I personally thought my page looked "scamy & Hypee" to me, my bank account tells me other wise!

      Paul

      P.s If you find another way...let us all know!
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      • Profile picture of the author jayderby
        I totally see the reasoning behind Paul's post. I've personally bought from long copy 'scammy' looking sites for the reasons cited but I'm also inclined to wondering how many people click away from these types of sites because of the cheese factor associated with them.

        However, I'm considering whether a better strategy is to build a well designed, authority style website with list building capabilities and longer term resell opportunities. The sort that Rosalind Gardener and other super affiliates advocate.

        My question to the experienced is, are the long copy style sales pages worth working into an authority style site?

        I'm debating whether to do this or not because this type of sales copy can spook people but on the other hand I appreciate that it does convert and don't want to miss an opportunity.
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  • Profile picture of the author Loren Woirhaye
    Long copy is usually used to sell more complex ideas
    or premises. You might not need long copy for an
    inexpensive ebook about how to train your dog (though
    you might see increased response with long copy due to
    a principle called "heuristics" - where people leap to
    the conclusion that the product must be packed with
    value if you had so much to say in the letter) - but
    for PERSUADING a reader to your point of view, especially
    through what is called "central route processing", where
    you actually shift a reader's values, long copy is pretty
    much the proven way to sell.
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    • Profile picture of the author Mark Brock
      I agree that the length of sales copy depends upon the target audience.

      When it comes to certain products, I get very bored reading through the long sales pages they've got.

      Relating to the world of internet based marketing and online business courses, I have personally not found sales copy better than that written by Chris Rempel.

      Check out any of his sales pages and you'll find that he keeps the copy down to the bare minimum whilst still keeping you excited about his product.
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      • Profile picture of the author wrcato
        One good thing to remember is there is no subject that is boring. Just boring writers.

        I have seen great copy written about pimples and selulite.
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  • Profile picture of the author Bruce NewMedia
    The whole argument about LONG copy vs. SHORT copy is a red herring, imo.

    Its the wrong question. The question should be, "How much copy does it take to make the sale?" ....In some cases less and in some cases much more.

    Answer THAT question (through testing) and you have answered the only question that matters.

    Many higher priced or complex offerings do often take more copy to make the sale. BUT, if long copy is boring, confusing, or intimidating it can be just as ineffective as thin, unsubstantiated shorter copy.

    IMO, appropriate graphics can benefit both styles.
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    • Profile picture of the author FitJerk
      The only place where you should worry bout long vs short copy IMO is the opt-in page.

      Short copy in my experience coverts WAYYY better for opt-in pages. And long copy should be used to sell your shit. Point-blank-period.

      And what people said above is totally true... when you're selling don't worry about length just write what you NEED to write.

      Heres a little something you might not know... when I'm reading one of those huge copies... its at about the 1/2 way point I just go "alrite... this shit seems cool"

      Then I skip and scroll down to the payment page and if i can afford it... i buy it.

      SO its better to have LONG copy for sale instead of short because once you convince the buyer... whether it's half way or all the way thru... you're more likely to get a sale.

      Hope that helps
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      • Profile picture of the author Careygee
        Paul and Bruce are pretty well dead on.

        As I saw in another post:
        To a targeted market ....
        "Classic 66 mustang | Excellent Shape | Finely detailed & etc"
        pretty much says it all.

        But to a non targeted market ..
        if that same mustang has been converted for
        outer-space travel !!!

        Then I betcha you will need LONG copy
        and a lot of it.
        Carey
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        • Profile picture of the author MontelloMarketing
          I've answered this question so many times already but here goes...

          People are convinced to purchase by different things. For some it's the product... for others it's the lifestyle the product affords them. Still others go by the testimonials. The plain fact is in order to get the most sales out of a product you need a fair amount of copy. Because you never know which thing is going to attract each buyer.

          metalslug said it best:

          ...when I'm reading one of those huge copies... its at about the 1/2 way point I just go "alrite... this shit seems cool"

          Then I skip and scroll down to the payment page and if i can afford it... i buy it."
          Good... then I've done my job well.

          Now what if I edited out the part that made it seem cool for you? Hmmm... you probably wouldn't buy. And I have no way of knowing which part blew your skirt up.

          Also if you want to look at a place you'd think longcopy could never work, look at the J. Peterman catalog. It's a catalog so the word "long" is relative but Peterman sells everything with a little story, while most catalogs give you the name, dimensions and price.
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          • Profile picture of the author SEO-IM7
            In my opinion, both can convert. It all depends on many factors.
            The design, logo, images, etc can make or break a site. For example let's say you have a great product, but your site is just lousy because of poor graphics and thus it will not convert because people will just not stay on the site because it looks cheap, does'nt get their attention and basicaly puts them to sleep.

            In summing this up, the sales letter can be short or long, it's all a matter of writing a compelling copy coupled with a nice looking site design and a few other factors.

            Hope that helps

            SEO-IM7
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  • Profile picture of the author Pradeep Bhagwat
    I think now days every one is in hurry. So, as a internet marketer we should think that keep mater upto point in at least words. For some topics you need to give more information, but otherwise your copy must be short as you said! How to create good copy with the help of free website builder you can get idea at my following lense.

    - Pradeep
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  • Profile picture of the author TSB
    Well, I usually don't stay longer than 3 mins. So if your sales copy fails to convince me within that time frame, I'm out of the page.
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  • Profile picture of the author TSB
    Originally Posted by David Michael View Post

    An example would be freshbooks.com or mint.com
    Couldn't have agreed more. Mint.com is a perfect example of great sales copy and superb design. I couldn't help not to explore further upon arriving..
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