Newbie question about long sales pages

15 years ago

Yeah that's how I always feel and that's what I was so reluctant to have a ton of copy for my most recent product, I'm not really sure other than to say that it works... :/

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Lashley

15 years ago

I wonder if anyone is now or has recently done a comparison study to see if there is much difference in sales performance? I guess, if you are pleased with your new product sales it doesn't matter. But if your product sales start to slip or not take off like you hoped, will you attribute that to the economy? The product? Or do you go to the long sales page as a remedy?

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julesbrad

15 years ago

At the minute I am reading a book called "Tested Advertising Methods" by John Caples.

This book answers your question (plus gives a whole heap of great advice and guidance). John Caples tested and tested many methods and split tested lots of ways to advertise and his test always showed that long copy sells the best by far.

If you want a great book to read I would highly recommend it
(I got mine from Amazon - no affiliate link - it's just a great book)

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trom771

15 years ago

From my personal standpoint, I cannot stand long copy. It just seems like I am being SOLD to too hard. I usually scroll down to check the price. If it seems like a deal, I'll scroll back up.

I rewrote all my sales pages so that they are much shorter. Of course, I am dealing with mostly offline clients.

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sparrow

15 years ago

this has been a debate since the beginning of copy

it also has been tested and tested over and over

long copy has always won for sales except sometimes in certain niches

you will only know if this is the case if you test it

so if you have the knowledge and ability test long copy against short and see which one wins for you

otherwise you stick with what others have tested till they were blue in the face with long copy

the other question is how long is long copy, the anwer has always been long enough to answer all the objections and explain the benefits

Ed

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Lashley

15 years ago

Great feedback from all of you. Thanks for taking the time to repsond. I'm learning.

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Paul Hancox

15 years ago

The bottom line is you need to TEST on your potential customers. Try a shorter version and see if your sales increase.

There are also many other factors which will determine your success. If your visitors are pre-sold, then maybe a short summary is all they need to buy. If they're fairly "cold", they may need much more convincing.

A sales letter should be long enough to do its JOB.

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Dick Doe

15 years ago

Originally Posted by Paul Hancox

The bottom line is you need to TEST on your potential customers. Try a shorter version and see if your sales increase.

There are also many other factors which will determine your success. If your visitors are pre-sold, then maybe a short summary is all they need to buy. If they're fairly "cold", they may need much more convincing.

A sales letter should be long enough to do its JOB.

Perfect post Paul. I guess I couldn't have said it better msyelf. TESTING is the only way out

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Dick Doe

15 years ago

Well, I don't like long sales letters either, which is why my salespages are always short, and they convert well for me. At the same time, the fact that the top IM 'gurus' are using this 'long sales copy' technique means that it is working for them, or they won't be using it, right?

The old saying is always true: Not everything works for everybody. Some people would love short and sweet sales letters, others would prefer longer copies, and still others would prefer a video salesletter

Just my thoughts.

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Careygee

15 years ago

Just my two cents.

If the headlines and copy above the fold get my attention ....
and I want to know more ... I keep reading.

As long as I get more and more info (with no repeat of info -which bores me) then long copy is like reading a good book or short story.

Bottom line: It must stay on target and keep me interested with benefits and features.
Otherwise I go away (Even with short pages)

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1 reply

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ejfern22

15 years ago

The newest thing that I have been seeing lately is people are now using videos at the top of their sales page. I have heard that these convert really well and you dont have to read a ridiculously long boring sales letter.

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TheRichJerksNet 15 years ago

1. They are so over-done I know right away I am being sold. Sales defensiveness starts.

Some people do think this is over-done and whenthey see a long sales page they either

A. Leave
B. Skip to the Bottom, once they find out the real deal then they may go back and read what they get.

2. By the time I'm at the bottom of the page I'm in info overload. I would have been better served with brevity that addressed features/benefits/call to action.

Again this is the same as in question number 1, many people feel this same exact way but you never know how your traffic feels unless you test them..

3. Are these over-done to the point their effectiveness is not what it once was?

People get bored.. FAST!! This is a fact of human nature.. It is for thisreason most people do want to know. "Ok, what do I get and how much will it cost me"..

4. Does this attract a particular type of customer - maybe a particular psychographic/demographic?

This is what your testing would be for, you can test out many difference ways and see what helps increase those sales or signups..

5. Can you be just as effective with shorter pages and less building to the big finale?

Yes, you can be just as effective but again this all depends upon your visitor and ofcourse your salescopy..

Many people test many different things such as the title, opening statement, images, features of an offer in different locations, and etc .. This is what true testing is all about. Ofcourse a copywriter would help in this matter also if you can afford one.. If not then Test Test Test ....

James
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Garrett Dann

15 years ago

Split Testing - Split Testing - Split Testing.

SPLIT TESTING!!

-- have I gotten through??

Set up (2) pages - and only 2 pages - (1) with long copy
and (1) with short copy.

Drive traffic to your site for 2 weeks to see which one
performs best - you must have a minimum of 200 unique
visits during the test period, if more time is required - give
it more time.

After you have had at least 200 unique visitors, see which
page had the most success, then - erase the loser.

Then start on other items like your header, your sales copy etc...

Comparing only (2) versions at a time for a minimum of 200 uniques,
always discarding the loser until you have yourself putting out
the highest converting sale letter you can design.

This is the method I have followed because it is the method I was
taught by my Mentor - and it always works!

Hope this helped...

- Garrett
-
-
-

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1 reply

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zerofill

15 years ago

It is normally safe to say that if you are one of the people that leave the page when you see it...you were not their target audience. I don't like the long sales pages either. But I am probably not their target audience as well.

If you want to sell me...it would be more like:

"This is the thing I am selling"
"This is what it does and does well"

Done...

I only want facts...

Their target audience...(I am sure after testing)

They found that they want to feel a personal connection to the seller or product in some way.
That the seller has spent a lot of time and effort to put this product together.
The need a lot of reassurance that they found what they are looking for.

And probably about 10 more bullet points hehe...

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TheRichJerksNet

15 years ago

Originally Posted by zerofill

It is normally safe to say that if you are one of the people that leave the page when you see it...you were not their target audience. I don't like the long sales pages either. But I am probably not their target audience as well.

If you want to sell me...it would be more like:

"This is the thing I am selling"
"This is what it does and does well"

Done...

I only want facts...

Their target audience...(I am sure after testing)

They found that they want to feel a personal connection to the seller or product in some way.
That the seller has spent a lot of time and effort to put this product together.
The need a lot of reassurance that they found what they are looking for.

And probably about 10 more bullet points hehe...

Hey Donald,
Ok here we go.....

* I have a 1967 Mustang, Red ...

* It drives fast and looks good for Chicks ..

What do you dsay you sold yet ..

1. Its a lie and 2. no chicks

James

Thanks
1 reply

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zerofill

15 years ago

Originally Posted by TheRichJerksNet

Hey Donald,
Ok here we go.....

* I have a 1967 Mustang, Red ...

* It drives fast and looks good for Chicks ..

What do you dsay you sold yet ..

1. Its a lie and 2. no chicks

James

HAHA...actually.... 69 SuperBee 426 Hemi 4speed...you got me...

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cadillac48

15 years ago

I agree with you. I find them a big turn off. I figure if this is as good as sliced bread, why do they need 100 pages to convince me. I pay a lot more attention to sales letter that get to the point and dont require me to spend an hour reading them.

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Lashley

15 years ago

This is actually my first question to pose in the forum, as I am a noob. I am really impressed with the quality of the advice, the details and the expertise reflected in the answers.

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ildarius

15 years ago

Long copy of course, I tried promoting some good looking pages with skinny little "statistics" copywriting and failed everytime, while the long copy converted at 1/3% and even went up to a woopin' 10%!

Read the "scientific advertising" by Claude Hopkins, who was a split testing maniac and you'll see the same kind of results

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Traffic101

15 years ago

I've learnt that long sales copy is built cleverly. The most important info is in the first couple of paragraphs. As that is the area that most people read. If they are more interested, they may read the middle, but for sure will scroll down to the end.

The first paragraph and the last paragraph should hold all important information, as these are the areas that are going to get read the most.

Anytime I skim a sales letter, I read the top paragraph, than go to the bottom to see what it'll cost vs what I get. If I am interested, I'll read the testimonials, or references.

Good luck.
Tressa

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Kenneth L

15 years ago

Long Sales letters work better. Period!

If you want the best explanation of this go and listen to Michel Fortin's call with Gary Halbert and then you'll understand.

You only write to those who are really interested AND those who are really interested want to know EVERYTHING about the product or service.

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freelikehell

15 years ago

You need to be sure that the product is worth your time,money and energy and for that you need to know maximum details of the product which can be encompassed only in a long sales page. So, the concept of long sales page, is quiet justified.

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Newbie question about long sales pages

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