Long Or Short Sales Letter? Which One Is Better?
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If you want to write a killer sales letter that pulls in world-class response, you have to do a few things that will get your prospect interested in what you have to say. It's isn't enough to write a short sales piece that briefly describes your products and services. You have to write a detailed letter that accurately tells your prospects what's in it for them and what they will get from doing business with you.
The first part about writing a killer sales letter has to do with your headline. Your headline will make up about 80% of the success of your letter. The best way to write a headline that works is the "so what" test. After writing your headline, look at it and ask yourself, "so what?" You have to have a good reason for proceeding with that headline if it can pass this test. This test will help to ensure that you have your reader's best interest in mind. It also ensures that you're leading with your ultimate benefit first. So keep this in mind.
So know that you've written out your headline and have decided that it's good enough to close the sale, do you know continue writing a long sales letter or do you decide to make it short and sweet? Believe it or not, longer sales letter will out pull a short one, and it makes sense once you think about it.
With a short letter, you can't describe all the features and benefits that your product has to offer. You have to think about this as if you were making a serious purchase. If you were buying a home or a car, would you want the sales rep or realtor to give you a summary of everything that you receive? Wouldn't you want to know if any warranties are on the car, any problems with it, if an inspection comes with the house, and etc? Well the same thing applies when selling your product.
The bottom line is that you can describe everything that your prospect will receive with a short letter. It's in your best interest to write a long one as this is the best way to convey a reader that your product is the best one for them. If you're someone who thinks that people won't read long ads - then think again. I've seen hundred dollar products be sold with long sales letters. Even products such as golf clubs have been sold with 32-page sales letters. This may seem like a mini book to you, but the bottom line is that longer copy just plain works better.
You should put it to use in your business. With the next sales letter that you write, try making it longer than usual and include information that you think your prospect will want to know. Don't just make it long for the sake of making it long - you're just spinning your wheels if you do this. Instead, make it a priority to list out all the features and benefits, to list a strong guarantee, to give a strong call to action, and to write out a strong headline. All of these things will help to make your sales letter a winner.
The next time you here someone say that long sales letters don't work, tell them to prove it. People will read your long sales letter especially if you've included things in there that they would want to know.
Good luck with writing your next sales letter.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com
The first part about writing a killer sales letter has to do with your headline. Your headline will make up about 80% of the success of your letter. The best way to write a headline that works is the "so what" test. After writing your headline, look at it and ask yourself, "so what?" You have to have a good reason for proceeding with that headline if it can pass this test. This test will help to ensure that you have your reader's best interest in mind. It also ensures that you're leading with your ultimate benefit first. So keep this in mind.
So know that you've written out your headline and have decided that it's good enough to close the sale, do you know continue writing a long sales letter or do you decide to make it short and sweet? Believe it or not, longer sales letter will out pull a short one, and it makes sense once you think about it.
With a short letter, you can't describe all the features and benefits that your product has to offer. You have to think about this as if you were making a serious purchase. If you were buying a home or a car, would you want the sales rep or realtor to give you a summary of everything that you receive? Wouldn't you want to know if any warranties are on the car, any problems with it, if an inspection comes with the house, and etc? Well the same thing applies when selling your product.
The bottom line is that you can describe everything that your prospect will receive with a short letter. It's in your best interest to write a long one as this is the best way to convey a reader that your product is the best one for them. If you're someone who thinks that people won't read long ads - then think again. I've seen hundred dollar products be sold with long sales letters. Even products such as golf clubs have been sold with 32-page sales letters. This may seem like a mini book to you, but the bottom line is that longer copy just plain works better.
You should put it to use in your business. With the next sales letter that you write, try making it longer than usual and include information that you think your prospect will want to know. Don't just make it long for the sake of making it long - you're just spinning your wheels if you do this. Instead, make it a priority to list out all the features and benefits, to list a strong guarantee, to give a strong call to action, and to write out a strong headline. All of these things will help to make your sales letter a winner.
The next time you here someone say that long sales letters don't work, tell them to prove it. People will read your long sales letter especially if you've included things in there that they would want to know.
Good luck with writing your next sales letter.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com