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Writing Long Copy

by Intrepreneur
31 replies
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.. ?
#copy #long #writing
  • Profile picture of the author Jo_Shua
    Originally Posted by Intrepreneur View Post

    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
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  • Profile picture of the author 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.
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    PresellContent.com - How to sell without "selling"
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  • Profile picture of the author 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.
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    • Profile picture of the author 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
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  • Profile picture of the author 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.
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    • Profile picture of the author 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.
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      • Profile picture of the author 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
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        If you can drive Biz Op Phone Calls .... I'm Buying

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        • Profile picture of the author Intrepreneur
          Thanks some cool tips in here for the formula Im giving a read to the links.. you all sent.. thanks.

          Best Wishes
          Intrepreneur.
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          • Profile picture of the author MarkAndrews IMCopywriting
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            • Profile picture of the author Jack Bastide
              Originally Posted by WordPro View Post

              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
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              • Profile picture of the author MarkAndrews IMCopywriting
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                • Profile picture of the author 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
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                • Profile picture of the author CDarklock
                  Originally Posted by WordPro View Post

                  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.
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                  "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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                  • Profile picture of the author MarkAndrews IMCopywriting
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                    • Profile picture of the author CDarklock
                      Originally Posted by WordPro View Post

                      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.
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                      "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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                      • Profile picture of the author The Copy Nazi
                        Banned
                        Originally Posted by CDarklock View Post

                        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".
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  • Profile picture of the author Chris Ramsey
    Haven't actually read this yet, but it sounds like it might be good.

    Long Copy vs. Short Copy Tested
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  • Profile picture of the author 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.
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    Len Latimer
    Copy-In-A-Box, an amazing Word Add-in Tool that adds Dazzle & Personality to your copy. My WSO

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  • Profile picture of the author 3Darmory
    R u writing for urself? If so then do not think that much, the readers will find u out.
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  • Profile picture of the author Bigsofty
    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.
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    • Profile picture of the author 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.
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      • Profile picture of the author BrianMcLeod
        Originally Posted by pbennett View Post

        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
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        Brian McLeod
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  • Profile picture of the author 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
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  • Profile picture of the author 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
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