Copy for "Short" Ebooks

7 replies
Hey Guys,

I'm laying down some copy for a short ebook (under 40 pages).

Do you guys have any experience (or sales page examples) justifying the length in the sales copy, so someone is satisfied when they see that it's not a 120 pager?

Thanks,

--Dan
#copy #ebooks #short
  • Profile picture of the author Loren Woirhaye
    Claiming the ebook has "no fluff" is a pretty common tactic.

    People really pay for the idea they're getting proprietary or
    somehow special information and the benefit they believe
    they'll get.
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    • Profile picture of the author Alex Cohen
      Originally Posted by Loren Woirhaye View Post

      Claiming the ebook has "no fluff" is a pretty common tactic.
      Plus actually state how many pages it has. "This 40-page 'no fluff' book ..."

      Control their expectations.

      If your buyers are convinced they've gotten the best of the value exchange, the number of pages will be a very minor issue.

      Alex
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  • Profile picture of the author ewenmack
    Hey Dan,

    Some tips...

    #1 Never call it an E-Book, it cheapens it

    #2 Think in terms of where the customer is now and where he/she wants to get to

    #3 Think in terms of SIMPLE... STEP BY STEP...EASY...PROVEN ...SYSTEM...PLAN
    BLUEPRINT...METHOD...GUIDE

    #4 Break it into parts and come up with benefit dripping names for each part

    Get those in place, then you can say the power lies in the simplicity of the SYSTEM...PLAN... BLUEPRINT...METHOD, or whatever you are calling it.

    Also the author has made the complex simple but thorough.

    People like it when the complex and troublesome have been decoded, re-engineered and and explained in layman's terms.

    Get those WOW factors in place and the number of pages won't be a blink on their radar.

    All the best,
    Ewen



    Originally Posted by Dan Axelrod View Post

    Hey Guys,

    I'm laying down some copy for a short ebook (under 40 pages).

    Do you guys have any experience (or sales page examples) justifying the length in the sales copy, so someone is satisfied when they see that it's not a 120 pager?

    Thanks,

    --Dan
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  • Profile picture of the author Daniel Scott
    I actually rarely tell customers how many pages there are.

    I just work on selling the product and its benefits.

    If it's a good product... it's easy to come up with a ton of juicy bullets.

    And if it's not... your client has far bigger problems than product length.

    -Dan
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author Steve Ranger
    One thing I like to do regarding page numbers is..

    "On page 17 you will find the answer to the Super Amazing System"

    "And on page 32 is the detailed system we use for So and So"

    I've seen this done a lot

    I think that as long as the product solves the buyers problem then the amount of pages shouldn't be an issue.
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  • Profile picture of the author RickDuris
    With information overload/ glut these days, conciseness is considered a benefit assuming the special report delivers the goods and it's to the point. If it's uninsightful informational drivel, as many as 2 out of 5 people will will refund.

    "Who else has the time watch 37 hours of boring videos..."

    - Rick Duris
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  • Profile picture of the author gjabiz
    First, the experience part.

    I've sold dozens of SPECIAL REPORTS (whoever said ebooks don't sell as well, is right by my tests)...and often use the succinct brevity as a BIG benefit. As RJ pointed out, "who's got the time".

    As for length of copy...

    and these are just my test results, I don't know (or care) what other people do.

    The length of copy depends on WHERE the traffic comes from.

    Most of my reports are sold with a "VENDO-MATIC" approach. Much like a vending machine, it is short, pithy, concise bullet points, 'cut to the chase' type promotion. You can see samples of VendoMatic copy at bmyers dot com. Bill sells all his videos using this template, and I believe he coined the term too. I use his template almost exclusively.

    HOWEVER,

    Some of the SPECIAL REPORTS need more explanation and more selling and the ones which are over 40 or 60 pages, or are graphic heavy...LONG copy has worked better.

    But, I go back again and again to TRAFFIC and where it originates.

    So where are your prospects coming from?

    That helps me decide, not only on the length of copy but also, on the length of the report...I can always trim em down or beef em up.

    But, hey, that's only my 15 years of experience speaking, others' may vary.

    If you are writing for a client, a simple A/B split landing page test will help you determine the effectiveness of the copy.

    Then when you have a traffic winner, you can test telling the page count vs not, etc.

    gjabiz

    PS. Here is Bill's latest 'VENDOMATIC' sales page, with VIDEO and it is NOT AN AFFILIATE link.
    http://www.metaldetectingflorida.com/products/item7.cfm

    Originally Posted by Dan Axelrod View Post

    Hey Guys,

    I'm laying down some copy for a short ebook (under 40 pages).

    Do you guys have any experience (or sales page examples) justifying the length in the sales copy, so someone is satisfied when they see that it's not a 120 pager?

    Thanks,

    --Dan
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