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short or long slaes page for $47 product ?

by JaniG
22 replies
hey guys,

just a quick question.

which would you think would convert better for a product that
is only $47?

short sales page or long sales page ?

do you normally read the whole sales page? or do you just skim through it?

Jani G
#$47 #long #page #product #short #slaes
  • Profile picture of the author Vanquish
    I normally skim through it. It would depend on the product. I tihnk the best startegy would be to strategically place 3 "buy now" buttons one at a quarter length another at half and another at the bottom. That way you can appeal to both people who skim and the peopel who need to read your sales pitch thoroughly before purchasing.
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  • Profile picture of the author abundantlife085
    The real issue is not necessary short or long copy. You should write as much as it takes to get out all the benefits, features, reasons someone should buy etc.

    Many people think long copy is best so just ramble on and on simply to make it long. However people will only keep reading so long as you keep their attention.

    Make it as long as it needs to be to let people know why they should buy it.

    One way to figure out the definitive answer as to how long it should be is to write a short sales letter and a long sales letter and split test them against each other.
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  • Profile picture of the author dwshoup
    For me, it depends, I read until I hit testimonials. I skip over them then decide how much time I have taken away from my projects to read the sales page before deciding to either continue reading or scroll to the price.

    Statistically from every copywriter I have products from, the long sales copy converts better.

    Hope this helps

    David
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  • Profile picture of the author BrianMcLeod
    The $47 price tag is relatively meaningless without the context of the alternatives in your market.

    A $47 ebook competing against a $14.99 paperback from Amazon means you've got some 'splainin' to do, as Ricky Ricardo would say.

    A simple $47 software product that's $200 cheaper than the #1 competitor, not so much.

    Make sense?

    As has been said already - forget about the length of the letter. Sell the damn thing.

    When you're done, you're done.

    Best,

    Brian
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    • Profile picture of the author Jonathan 2.0
      Banned
      Originally Posted by LoudMac View Post

      A $47 ebook competing against a $14.99 paperback from Amazon means you've got some 'splainin' to do, as Ricky Ricardo would say.
      There's $14.99 paperback books on Amazon for almost every topic imaginable. Many times you can command a higher price simply because you're selling an information product. There's a $15 book an Amazon titled: "Understanding Women: The Definitive Guide ..." but that didn't stop DoubleYourDating pricing their 40-page information product at $39.95.
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      • Profile picture of the author BrianMcLeod
        Originally Posted by ZigZag View Post

        There's $14.99 paperback books on Amazon for almost every topic imaginable. Many times you can command a higher price simply because you're selling an information product.
        Not quite... You can command a higher price because your information product carries a higher perceived value.

        It might be because you sell the "alternative" to traditional book-store wisdom. It might be because your product is positioned as containing secret and exclusive information that no traditional publisher would ever dare to print. It might be because your product includes step-by-step hands-on training that you'll never get from a $20 book at Amazon. All of which require explanation/justification.

        The simple virtue of being an "information product" typically doesn't mean squat to the average person. In fact, outside of IM, it's often a hurdle that must be overcome. Again, more explanation and justification is required.

        There's a $15 book an Amazon titled: "Understanding Women: The Definitive Guide ..." but that didn't stop DoubleYourDating pricing their 40-page information product at $39.95.
        Of course not. That's why Eben has such a sophisticated sales funnel for selling his line of dating products. He communicates that increased value through more and better copy and a finely tuned sales process.

        Brian
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        • Profile picture of the author Jonathan 2.0
          Banned
          Originally Posted by LoudMac View Post

          Not quite... You can command a higher price because your information product carries a higher perceived value.
          Information products carry a higher real value because of the points I've mentioned.
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      • Profile picture of the author MaskedMarketer
        Originally Posted by laurelwachtel View Post

        I think most people when buying skim through sales pages so I think it would depend on the product.
        This can be true and false depending on the person reading the letter.

        Some people tend to skim threw first to see if they are interested, then read the entire sales letter.

        This is why the Headline, the Lead or sub head lines, bullet points, and P.S. are so important because of skimmers and if you catch there ineterest with the headline , lead in, and bullet points, they should read the letter.

        Originally Posted by ZigZag View Post

        There's $14.99 paperback books on Amazon for almost every topic imaginable. Many times you can command a higher price simply because you're selling an information product. There's a $15 book an Amazon titled: "Understanding Women: The Definitive Guide ..." but that didn't stop DoubleYourDating pricing their 40-page information product at $39.95.
        I wouldn't say just because you sell an information product you can command a higher price.. because why wouldn't amazon command higher prices since they sell so much information?

        You're right about DYD being a more expensive successful product and its because of the marketing and relationship building with his prospects that adds a personal touch and people are willing to pay more for his stuff.

        Once someone is your "friend" you can command higher prices.
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        • Profile picture of the author Jonathan 2.0
          Banned
          Originally Posted by MaskedMarketer View Post

          I wouldn't say just because you sell an information product you can command a higher price.. because why wouldn't amazon command higher prices since they sell so much information?
          No I think you can. Because of the type of information. 1) It's step-by-step. 2) It contains all the most valuable information (without all the fluff and filler) 3) It solves all of your customers problems.

          For instance I would rather pay $29.95 for an information product which teaches me exactly how to cure my poison ivy using home made remedies than a general $12.95 book from Amazon.
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          • Profile picture of the author MaskedMarketer
            Originally Posted by ZigZag View Post

            No I think you can. Because of the type of information. 1) It's step-by-step. 2) It contains all the most valuable information (without all the fluff and filler) 3) It solves all of your customers problems.
            Its not just because of the information alone because you can find step by step information without fluff that solves customers problems on amazon or a bookstore depending on what you're looking for and the niche your in.

            It may be true for his niche, but not all niches. I don't read dating books so i dont know.

            And charging more money depends a lot on marketing and having the best quality information, is just a bonus.

            Originally Posted by ZigZag View Post

            For instance I would rather pay $29.95 for an information product which teaches me exactly how to cure my poison ivy using home made remedies than a general $12.95 book from Amazon.
            I agree I'd want to know exactly how too, but not all books on Amazon or bookstores is general information. Just because you buy it from a marketing "guru" brand, doesn't mean its always going to be more quality
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            • Profile picture of the author Jonathan 2.0
              Banned
              Originally Posted by MaskedMarketer View Post

              Its not just because of the information alone because you can find step by step information without fluff that solves customers problems on amazon or a bookstore depending on what you're looking for and the niche your in.
              I think it's very unlikely that a person will find such a tailored and detailed approach to solving their problems (or whatever) from a printed book as they would do with a good information product.

              And charging more money depends a lot on marketing and having the best quality information as you stated, is just a bonus.
              Having the best quality information is paramount.
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  • Profile picture of the author Derek Pankaew
    Everything that everyone here said.

    And ... Split test. See what really works, rather than guess.
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  • Profile picture of the author laurelwachtel
    I think most people when buying skim through sales pages so I think it would depend on the product. If your worried about length, I think the best strategy would be to find some optimal places within your sales page to put three "buy now" buttons. Try one a quarter of the way down the page and another one at halfway down the page and last one at the bottom. This will effectively cater to those who who skim and those who thoroughly read your sales pitch before buying.
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  • Profile picture of the author hotlinkz
    I generally skim the copy in search of reassuring copy that addresses my needs and desires.

    If they are present, I go after the testimonials. If they are believable I go back to skimming the copy.

    I think as long as you have all the benefits detailed and you have told a decent story (USP), a short sales letter will do the job.

    When I write sales letters, I generally end them when I feel like I'm trying too hard to come up with things to write. Highlighted benefits and unique selling point are the two elements to which I pay most attention.

    As someone else mentioned, a Split-Test is a good solution.
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  • Profile picture of the author DH Harris
    I look for the bullet points highlighting what the ebook or product can do for me and whether or not other marketers have had success.
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  • Profile picture of the author sjessica
    i prefer short sales page
    however, it should be sales page that clearly states out the irresistable features that buyers cant say no to buy
    and i have also found that sales page with a lot of testimonials and kind words tend to have better result on me

    i still remember when i looked at the long testimonials in traffic secret 1 by john reese
    i straightly went down and bought it
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    • Profile picture of the author Marhelper
      Although I am under the impression that longer pages tend to sell better, I personally do not read long sales pages and prefer not to use them if selling a product. I figure that it is best to get to the point but that is just IMO.
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    • Profile picture of the author Jonathan 2.0
      Banned
      I read a sales page for as long as it interests me.
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  • Profile picture of the author Dennis-White
    Split test to see whats converting more and then you can always tweak from there... Maybe you don't need a 50 page letter ... but then again you might not sell a darn thing with a 3 page letter, maybe 10 pages will do the job... Sales pages are all about tweaking...

    Hope this helps...
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  • Profile picture of the author SeanSupplee
    What do you mean by short or long?
    I would say your sales page should include this
    1. Near the fold of the page a place to buy the product.
    2. Testimonials
    3. Description of the product and how is it going to help me why should I buy this?
    4. Another 2 order buttons half way down or the bottom all at the same price.

    Short or long it does not matter just keep those basic things in mind. What should be short is your squeeze page.
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  • Profile picture of the author Raydal
    Most Americans don't like to read ...

    http://www.nea.gov/research/ToRead.pdf

    So you can EXPECT that at least 2/3 of the people who respond will say
    "short" letters. Who likes long letters?

    This has nothing to do with what works or doesn't work but what people
    like to do. And reading is NOT one of them ... and declining.

    -Ray Edwards

    P.S. If you read 1 non-class required book per year you are ahead of
    68% of all Americans!
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  • Profile picture of the author wannaretire
    I typically skim any long copy for the features.. split test both and see what works.
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