Are you really reading sales pages?

by bwh1
49 replies
I just went over a WSO which I believe had one of the longest sales pages I've seen.

Sure, there where nice graphics, and lots of content and proof etc...you can see that the guy spend a good amount of money and time to make it.

But I got bored and clicked away.

How much is TOO much for sales pages today in time?

It certainly depends on the niche but are people really reading sales pages, or do they search for reviews and consumer feedback and if it's OK they just hit the buy button?

I know how I choose to buy a WSO for example

- Know'n Warrior with a good rep, or from whom I already purchased some good product

- Has to fit into my business

- WSO price - I usually don't go over 20 bucks front end, only if it's a real killer like a must have Theme or a tool you improve productivity

Some I know is - I hardly read the sales page further then one scroll.

Are those monster sales pages bring in more money (it's 2012, things change) for the owners?

G.
#pages #reading #sales
  • Profile picture of the author Rbtmarshall
    Good sales letters are written for skimmers and readers both.

    Yes, the social proof in testimonials are known to help allot in the body of the sales letter, at times they make up the majority of that letter.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Rbtmarshall View Post

      Good sales letters are written for skimmers and readers both.

      Yes, the social proof in testimonials are known to help allot in the body of the sales letter, at times they make up the majority of that letter.
      A sound marketer answer. And I'm fuming that you said it first.

      Some people will read 15 pages if the copy is compelling. Some skim the sub headlines...and read the rest if they are now interested. Some skip to the "Buy" button, or to see the price. Some read the testimonials first.

      But a long compelling sales letter that flows from benefit to benefit...and keeps you wanting to know more.....the longer the better.

      It doesn't matter what I would do, or what you would do...it only matters how much money the sales letter pulls in.

      There are a lot of prospects that want every question they could think of answered before they pay anything more than $20. And that takes a long sales letter.


      Short sales letter may be a work of art. But usually, they are short because the writer can't write compelling sales copy.
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  • Profile picture of the author djax3000
    I think that it largely depends on where you are in your marketing career. A complete newbie or intermediate marketer may very well read the entire page. However, it seems that you have been a member of this forum since 2007. That's a long time as far as internet marketing goes.

    I think that we are jaded and we know that most new products aren't really that new. But when something truly new and innovative comes along, it gets so much buzz that we can't help but read not only the sales page but also all the comments associated with the product.
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    • Profile picture of the author bwh1
      Originally Posted by djax3000 View Post

      I think that it largely depends on where you are in your marketing career. A complete newbie or intermediate marketer may very well read the entire page. However, it seems that you have been a member of this forum since 2007. That's a long time as far as internet marketing goes.

      I think that we are jaded and we know that most new products aren't really that new. But when something truly new and innovative comes along, it gets so much buzz that we can't help but read not only the sales page but also all the comments associated with the product.
      I actually ask this in general, any niche.

      But your point is very valid, the greener your audience the more you have to convince them about your product.

      The IM niche is here most probably once again a different biest as you have mostly newbies or people which didn't suceed yet with what they are doing(or missing to do and are at least not where they dreamed off)

      G.
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  • Profile picture of the author bob ross
    I just hate when it's a wall of text in plain type.
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  • It really does depend. I do enjoy reading sales pages since they can be so cool and full of different ideas. However, you should remember that there are different people who read salescopy differently. In other words, there are people like me who only likes to skim through and read the main subheadings in bold text while there are others who will read every word to see if it is worth it.
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    • Profile picture of the author bwh1
      Originally Posted by internetmarketer1 View Post

      I do enjoy reading sales pages
      GRRRR - Only for research reasons I hope,

      It's a bit like with the bonuses.

      If I see 5 -6 bonuses with a $200 bucks value at a WSO for 7 dollars, then I usually quit unless the bonuses interests me, as the main product is most probably not even worth the 7 bucks he ask for.

      The art is to find the perfect balance between the right size and content to make it enough appealing to get the visitor to buy it.

      A good copy with psychological triggers is probably more important then the length of the page.
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  • Profile picture of the author jaypyoung
    Going away from WSO's, Mostly all Clicksure and Clickbank salespages are done by video. Makes it really hard to skim through to the good bits. I normally exit out, but i assume video sells better because they are all doing it.
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    • Profile picture of the author kaizense
      Yeah most of the times not really. It depends on the copywriter's style and also the level of familiarity with the subject, whether looking for brainstorming ideas etc.
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    • Profile picture of the author kaizense
      Originally Posted by jaypyoung View Post

      Going away from WSO's, Mostly all Clicksure and Clickbank salespages are done by video. Makes it really hard to skim through to the good bits. I normally exit out, but i assume video sells better because they are all doing it.
      Actually I don't really like the way some video marketing is done. If they are targetting the newbie crowd some of it makes sense... but when they are targetting the more experienced im'ers it can really be a bloody waste of time given the padding going on in those videos.
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      • Profile picture of the author jaypyoung
        Originally Posted by kaizense View Post

        Actually I don't really like the way some video marketing is done. If they are targetting the newbie crowd some of it makes sense... but when they are targetting the more experienced im'ers it can really be a bloody waste of time given the padding going on in those videos.
        I totally agree with you. They seem to target the absolute newb using all the IM tactics you expect to see, easy to do, make thousands, only take minutes. It can take most of the video to find out what the hell they are selling, by then im gone.
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  • I never read through a long sales page, especially if they ramble about their rags to riches story (tip: I dont care about you, I only care about your offer).
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  • Profile picture of the author Mac Wheeler
    If I can be totally honest, the moment my browser opens to any type of sales page I lose interest and click away. I just associated them too strongly with junk/scams. If you want to sell me something you need to persuade me, not bombard me with large fonts in garish colors, outrageous statements a 5 year old could see through, and promises of making me rich overnight.
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  • Profile picture of the author O0o0O
    Sometimes I read them for instructional purposes. Long sales pages in my experience are typically designed to hard sell a relatively cold lead. (Take GetGoogleAdsFree for example.) The shorter sales pages are for warmer leads who already know what they are getting into and have a sense of value for the product at the outset. As a warrior mentioned above, good sales pages will cater to both audiences. In ClickBank, you see this with the video at the very top of the page, but then you realize you can scroll down and see everything in the video right there on the sales page in readable format.
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  • Profile picture of the author GuyDon
    yes video sales pages are the way, nowadays..
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  • Profile picture of the author thebitbotdotcom
    Never. I know what I am looking for and I read 3rd party reviews to see if it can do it.

    A sales page doesn't influence me one way or the other.

    But people do read them and will make choices because of them.

    I see friends pull the trigger because of what they read on a sales page.
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  • Profile picture of the author dsouravs
    keep it medium...IMO...use video if needed.
    TY
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  • Profile picture of the author natas105
    Depends on what I'm looking for and how interested I am. If it;s too long, I will start off by reading through it, but if it takes too long I start skipping.
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  • Profile picture of the author matchoo77
    I think most people just skim through them...then, if something catches their eye, they will read a bit of the smaller text...and then think about it for few days, read some reviews of the product...and maybe buy it after that.
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  • Profile picture of the author mike351
    I personally read sales letters untill I know
    what the product is about, no longer, as I
    dont need all that hype. Though this is my
    way to go as experienced Internet Marketer.
    Newbies on the other hand are pretty likly to
    read the whole salesletter, convincing them
    to buy the product.
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    • Profile picture of the author Steven Wagenheim
      Depends. If I already know I want the product BEFORE I get there (thanks to a
      good pre-sell) then no. But if it's something very critical and I need to know as
      much about it as possible, I'll probably read every word, especially if it's a
      health related product.

      As was already stated, good sales pages are written for readers and skimmers.
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  • Profile picture of the author PotPieGirl
    (Hi Steven!)

    Sales pages should be created for readers, skimmers, watchers, and listeners....oh, and for those that like pictures, too.

    As for ME reading sales pages - no, not so much. However, whenever I catch myself actually reading it AND interested....wow, now THAT gets my attention! WHY am I reading? What made me start to think I might want this? Then I start to analyze the sales page with virtually no regard for the product itself...lol!

    Sales pages that are only video are not my thing - I'd rather all text. After years doing this, I find I am very impatient and don't want to sit thru some long video presentation just to find out what "it" is. However, I prefer to learn via text as opposed to video as well. I'm a skimmer and like the option to skip ahead to what *I* want to know.

    Just my .02 =)

    Jennifer
    ~PotPieGirl
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by PotPie Queen View Post

      (Hi Steven!)

      Sales pages should be created for readers, skimmers, watchers, and listeners....oh, and for those that like pictures, too.

      As for ME reading sales pages - no, not so much. However, whenever I catch myself actually reading it AND interested....wow, now THAT gets my attention! WHY am I reading? What made me start to think I might want this? Then I start to analyze the sales page with virtually no regard for the product itself...lol!

      Sales pages that are only video are not my thing - I'd rather all text. After years doing this, I find I am very impatient and don't want to sit thru some long video presentation just to find out what "it" is. However, I prefer to learn via text as opposed to video as well. I'm a skimmer and like the option to skip ahead to what *I* want to know.

      Just my .02 =)

      Jennifer
      ~PotPieGirl
      Hi Jen. Long time.

      I agree. If I read a sales page that makes me want to keep reading, I take
      note of it and see if there's something in it (a tactic) that I can use to make
      my own sales letters better.

      A video sales letter really has to smack me in the face right out of the gate
      to keep my attention. Most are either too over the top or downright boring.
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  • Profile picture of the author Affiguy
    It really depends. If the product is new, you should include stuff like testimonials, personal experience etc to convince the reader. It depends on your product's price. The bigger the price, the longer description you should write to convince the reader.
    If your customer has a desperate problem that they need solving right now, the sales page should be very short and to the point.

    I kinda liked the table I've seen on some other forum:

    Small price + warm crowd + customer aware = Very short
    Small price + warm crowd+ customer not aware = Short
    Small price + cold crowd + customer aware = Short
    Small price + cold crowd + customer not aware = Medium
    High price + warm crowd + customer aware = Med – long
    High price + warm crowd + Customer not aware = Long
    High price + cold crowd + customer aware = Long
    High price + Cold crowd + customer not aware = Very Long
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    • Profile picture of the author TheArticlePros
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      • Profile picture of the author Thomas Michal
        Originally Posted by JaRyCu View Post


        Look at an advertisement for a Mercedes or Lamborghini. Both brands sell products in excess of $100K. Their sales copy is often just a few sentences. Doesn't that kind of contradict your philosophy?

        -- j
        They have an established brand that they have spent years and years and millions of dollars developing.

        If you get a piece of mail that is selling something for $10,000 and you have never heard of them, you will want more copy telling you who they are what they offer, case studies and everything to build credibility if you are a serious buyer.

        Retail is completely different they get to see and hold a brand name product that has an established place in the market.

        So while this is overly simplified

        Small price + warm crowd + customer aware = Very short
        Small price + warm crowd+ customer not aware = Short
        Small price + cold crowd + customer aware = Short
        Small price + cold crowd + customer not aware = Medium
        High price + warm crowd + customer aware = Med – long
        High price + warm crowd + Customer not aware = Long
        High price + cold crowd + customer aware = Long
        High price + Cold crowd + customer not aware = Very Long
        It is certainly on the right path.
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      • Profile picture of the author Steven Wagenheim
        Originally Posted by JaRyCu View Post

        Let me fix that for you:

        "...the longer description you, the more desperate you will seem to your customer."

        I started in retail in 1996 and sales in 2002, almost 11 years ago now. The higher dollar the item was, the less I said to my potential customers.

        Why is that?

        The more you say, the more "objection material" you're giving to the reader/customer. You start to ramble, you start to say things that don't matter, and all of it adds up in a person's subconscious and screams "he's desperate to sell me something!!!!!" They give you an excuse based on what you said and run away.

        Look at an advertisement for a Mercedes or Lamborghini. Both brands sell products in excess of $100K. Their sales copy is often just a few sentences. Doesn't that kind of contradict your philosophy?

        -- j
        It really depends on what you're selling more than the price of it.

        I could write an ad for a Lambo that's 5 words.

        Picture this.

        Video starts with a CU of a Lambo.

        Man walks up to the driver side, opens door and gets in.

        A few seconds later, the passenger door opens and a drop dead gorgeous
        fashion model slides in and closes the door.

        The man and woman smile at each other real sexy like just before the man
        starts the car and drives away.

        As he drives off, a voice-over says...

        "Of course ... It's a Lamborghini."

        This of course could have worked for just about any luxury automobile or
        even sports car.

        But if you're selling a $10 million mansion, you better have a damn good
        description of each room, what's in it, how it was made and what great
        revolutionary battle took place just a half mile down the road.

        If I'm buying a $4,997 home study course, a simple "This course is your ticket
        to a 7 figure a year income" isn't going to cut it for me.

        I want to know EXACTLY what's in it. How many modules. What's in each
        module. If there are any videos. If there is any live support if I have questions.

        And on and on and on.

        How much you have to say depends on your market first and your price
        second.

        If you're selling a $7 ebook to a target market that is known for never spending
        a DIME on the Internet, you better do a hell of a lot of talking to get their
        7 bucks, not that it'll be worth your time to do it.

        Point is, a simple 2 paragraph sales letter isn't going to do it, even for a cheap
        product.
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        • Profile picture of the author TheArticlePros
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          • Profile picture of the author Karen Blundell
            Originally Posted by JaRyCu View Post

            Like someone else said, I don't care about your life story. I don't care that you lived in a stolen car for 6 months until it was repo'ed. I don't care that your cat, Fluffy, had to be sacrificed and slow-roasted because you were too poor to afford the free meals at the homeless shelter.

            You know. All the BS.

            I do expect to see a listing of what's in the program or of what the product does. I expect to see a price tag of some sort.

            I don't want to see 5 pages of testimonials from fake people.

            -- j
            Exactly! But apparently they work to a certain degree. A good sales person is a good story-teller, but some of the stories are getting old. I mean just about anyone can come up with a sob story about their poor life and how now they have enough money to pay for a fancy car, mansion, blah. blah, blah.

            So I skim sales pages, and I click away from BS. But every once in a while I read a sales page that is almost hypnotic - written by someone who really knows how to write good copy - those sales pages are the ones I read every word, because they are brilliant.
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            • Profile picture of the author Raydal
              Originally Posted by Karen Blundell View Post

              I mean just about anyone can come up with a sob story about their poor life and how now they have enough money to pay for a fancy car, mansion, blah. blah, blah.
              So I guess that you don't listen to politicians either.

              It's all about letting the prospect know "I'm just
              like you." If you were born rich it's hard to sell to
              poor people. They feel that you don't really understand
              what it's like being in the 48% bracket.

              -Ray Edwards

              P.S. -1%
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          • Profile picture of the author IMSince2003
            Originally Posted by JaRyCu View Post

            I don't care that your cat, Fluffy, had to be sacrificed and slow-roasted because you were too poor to afford the free meals at the homeless shelter.
            It always comes down to this, doesn't it? In every conversation, fluffy always gets the short end of the stick
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      • Profile picture of the author Raydal
        Originally Posted by JaRyCu View Post

        Look at an advertisement for a Mercedes or Lamborghini. Both brands sell products in excess of $100K. Their sales copy is often just a few sentences. Doesn't that kind of contradict your philosophy?

        -- j
        That's because market awareness is very high for these brands
        so they literally sell themselves. I'm sure if they brought out
        a completely new type of car (electrical?) they would have to
        do some more selling/convincing.

        -Ray Edwards
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        • Profile picture of the author Affiguy
          Originally Posted by Raydal View Post

          That's because market awareness is very high for these brands
          so they literally sell themselves. I'm sure if they brought out
          a completely new type of car (electrical?) they would have to
          do some more selling/convincing.

          -Ray Edwards
          Exactly! So the example with Lamborghini and Mercedes was pretty bad. As those brands are well known and so popular, they do not have to heavily market their products, using different types of advertising and writing huge sales letter. This is Lamborghini! It is self-explanatory what it is! . They already have a strong positioning strategy in place. So why writing long sales letters?
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          • Profile picture of the author Steven Wagenheim
            Originally Posted by Affiguy View Post

            Exactly! So the example with Lamborghini and Mercedes was pretty bad. As those brands are well known and so popular, they do not have to heavily market their products, using different types of advertising and writing huge sales letter. This is Lamborghini! It is self-explanatory what it is! . They already have a strong positioning strategy in place. So why writing long sales letters?
            You know, this Lambo thing just gave me an idea for a whole line of ads for just
            about anything.

            Picture this.

            Guy sits down at a table at a Burger King. He unwraps his sandwich (making
            sure to get a close up of how yummy it looks), is about to pick it up when
            suddenly, this hand gently grabs his arms from the chair next to his. He looks
            to the side to see this drop dead gorgeous blonde staring at his sandwich.

            He smiles back, takes half his sandwich and gives it to her as they both begin
            to eat.

            Cue voice-over.

            "Of course ... it's a Whopper."



            The double entendre does NOT escape me.

            I shudda gone into TV.
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            • Profile picture of the author bwh1
              Originally Posted by Steven Wagenheim View Post

              (making sure to get a close up of how yummy it looks)
              Hi Steven and all the others. Thanks for those GREAT replies.

              LMAO about your last post, mainly about the "yummy"...




              You guy's gave me a few great ideas about making my new sales letter, awesome info.

              G.
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  • Profile picture of the author Raydal
    Originally Posted by bwh1 View Post


    I know how I choose to buy a WSO for example

    - Know'n Warrior with a good rep, or from whom I already purchased some good product
    This is interesting. I wonder how this Warrior got a good rep in your book?
    Did you read a lot of his post?

    Then it sounds like you have already read the long sales letter.

    Each reader can determine how much of the letter he needs
    to read in order to make a decision. But the whole point
    of a long sales letter is to give enough information to the
    LEAST informed reader to make an intelligent decision.

    And if you have read 100 sales letter already then it's not
    hard to become cynical.

    But for sure when I am making an important sales decision
    I want to find out as much about the product or service
    before I do so, sales letter or no sales letter.

    -Ray Edwards
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  • Profile picture of the author Thomas Michal
    In Joe Sugarman book Adweeks Copywriters Handbook, he gives the best respones to the length of a sales letter.

    Copy length is like a womans skirt. It should be long enough to cover the essentials - but short enough to keep it interesting.


    But yes the higher the price the more copy you will usually need.
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  • Profile picture of the author ceenote100
    If it's too damn long then I won't read it. I like things simple, straightforward and to the point. My attention span is very short so not only the sales page has to be interesting but it has to be brief as well.
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  • Profile picture of the author JeremiahSay
    I usually read the headline.. If it grabs my attention, I'll carry on reading.. but if any part of the sales-letter i feel doesn't make sense, I'll stop and continue doing what i ought to do.
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  • Profile picture of the author JoshKelsey
    If you're interested in the subject you'll read the letter.

    If you're not interested... then you're not the target.

    If you're interested and don't read it's bad copy.

    It's that simple.
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  • Profile picture of the author contentwriting360
    Banned
    A long sales page does not always mean 'it's boring.' As our fellow Warriors said, it depends on the value the reader gets on what he or she is reading. If the content is of great value, it does not matter if it's long or short.
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  • Profile picture of the author Josh Monroe
    I don't really buy WSO's so I can't really comment on that side of things, but for the most part it's video everything these days.

    However, I rarely EVER watch sales videos OR read sales pages anymore. There is NO point (for the most part). The pitch is all 'theory'. 9 time out of 10 you don't even know what your buying, until your in the members area anyway.

    Honestly, when was the last time you watched a sales video OR read a sales pitch that told you EXACTLY what you were getting and what it does? (I'm talking outside the WarriorForum, but IM products in general).
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  • Profile picture of the author cedricloi
    Personally I hate long sales letter, if I see a sales letter is so long it would take me more than 2 minutes to read, I leave right away. I've seen some sales letter with 1,000 + testimonials. I think testimonials are good but at one point I think it's too many. Sometimes the sales letter is so long it's difficult to find the buy now button among all the images the text and the testimonials. I guess that's just my opinion and for most people it works as I find a lot of sales letters that are very long that seem to be very successful with lots of views. Anyone else can't stand long sales letters?
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  • Profile picture of the author MilkerFocus
    Yes, It really depend on the target audience. But as a marketer, you should try to test your sales page always. See which version get better. We care about the CR.

    Marcus
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  • Profile picture of the author Scott Lyons
    Originally Posted by bwh1 View Post

    Some I know is - I hardly read the sales page further then one scroll.

    G.
    That's me. I don't know who these long sales pages are for, but if you can't express your features and benefits within two screen scrolls, I'm gone. I might check the bottom to see the price, but rarely.
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  • Profile picture of the author K Mec
    In sales copy, rather than reading whole sales page I generally goes through bullet points that actually shows benefits and features.
    And I hate video sales page without timeline bar. I quite immediately when I see such video sales page.
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    • Profile picture of the author Mr. Ken Russell
      Abolutely. I actually enjoy readings sales pages. You always pick up something new.

      Although videos on the other hand, can sometimes get boring. What I can tell you though, is that you should always read a sales page all the way through if you are deciding whether or not to promote that product.
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  • Profile picture of the author marketwarrior06
    Banned
    Long sales later is not good these days. I have seen that people don't want to read a 1000 words sales letter. It should be around 230 words.
    nowadays the best option is creating a sales video.
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  • Profile picture of the author Bill Jeffels
    Video sales pages are very popular. Regular sales pages still do the job too.

    The key to writing a regular sales letter is you have to be prepared for people that will skim the page.

    Point out important points like benefits in the sub heads. Use things that will slow down people that skim the page, like bullet points.

    And for people that scroll down to the bottom of the page, buy button area, make sure you sum up your offer and all it’s Benefits in the P.S.


    Bill


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  • Profile picture of the author maxaurelius
    Not anymore, I go off of word of mouth from my friends in the community now. They know what's good so I personally go with that when I purchase my products. I don't care what people say in there sales page. I did when I first started 5-6 years ago.
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