Here's what's really happening with the long sales letter..
You decide, but know that while to most of you this is obvious, the rumor about the death of the long sales letter might be slightly exaggerated.
I'm talking about the premise that "nowadays everyone has an attention span of a 5 year old with ADHD who had a huge cake and washed it down with a coke", that "everyone is used to reading chunks of information of 140 characters or less"...
Here's what's REALLY happening. And what we, as copywriters, can do.
The whole thing comes from a somewhat recent flood of articles and media coverage about Gen Y work ethic.
Without boring you with every detail about the lovely Millenials, the basic idea is that they (and by extension, everyone else must too) are living "in a world of microblogging and Twitter" and if they don't see what they're looking for right away, they're gonna bounce from your site.
So that must mean that the long sales letter is dying?
Take a look what's REALLY happening.
And what you could - and SHOULD - do about it.
If you look into it, you'll find that your 50 year old housewife is JUST AS RUTHLESS when sorting her mail as her son, the 20 year old Josh who owns a fixed gear bike and every Apple product is in deciding which webpage he is going to read or not.
The only difference is the medium.
And once Josh is actually hooked... interested in what he has to read (or digest otherwise, like a video sales letter)... He'll consume every last bit of a long sales letter, don't you worry about that. Just like the aging housewife.
That brings me to my second point, which is easy to guess...
Sales techniques evolve, and mediums change.
But human psychology stays the same.
Hook 'em, interest them, have something that they're interested in.. and they'll devour every single word of what you have to say. Even if it's a long sales letter.
And if you really think that there's a difference between a long sales copy and a sales video... You're wrong. Transcribe any sales video word-by-word and you'll see. Same thing.
The king is dead. Long live the king!
P.S. I do apologize for beating the dead horse yet I think that this angle hasn't been explained enough.
P.P.S. And let's not forget things that are already posted by brilliant people on other threads - I just don't want to repeat all of that again.
and you'll find many more of course.
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