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Home::All

Short Or Long Copy: The Best Sales Letter Strategy And Why

Author : Robert Boduch

Imagine yourself face to face with your prospect.

Your goal is to make the sale today, in order to put food on the
table and pay the bills. If you fail to close the deal today...
you'll have to go to bed with an empty belly and ignore the
growing stack of bills for another day.

Do you limit your efforts... or do whatever it takes to close
the sale? Would you use short copy or long copy?

You've got to be willing to put yourself on the line. Pull out
all the stops to get the deal done. If the health and well being
of yourself and your family were at stake, wouldn't you use
every tool in box to influence, persuade, and win the sale?

Of course you would.

The same principle applies to sales copy. Long copy delivers a
more complete presentation than short copy. Long copy does a
more thorough job of selling. Long copy provides more
information to the interested prospect.

Say what needs to be said to close the deal -- and nothing more.
If you're selling a $5 item, you might only need a paragraph of
catalog copy to reach your objective. A $500 item would probably
require longer copy -- depending on the market circumstances.

What about a $5000 product? Could you sell it with only a page
of copy?

Truth is... unless your prospect has been pre-sold in some way,
it's going to take a major sales effort to "sell" them on your
higher ticket item. You can't introduce your product with a few
words and expect to write up the order seconds later. Here, long
copy is definitely more effective than short copy.

After all, you're trying to convince someone who doesn't know
you, your product, or service... to part with a substantial
amount of cash.

If your life depended on making the sale today, it would only
make sense that you'd use all your powers of persuasion to the
maximum degree. To do otherwise would simply be too risky. You'd
be giving up without giving it your best shot. I'm not talking
about "pushing" product to the point of being annoying.

That doesn't help anybody.

What I'm talking about is taking as much space as you need to
sell to your particular audience.

Sure people are busy. Yes, they have plenty going on in their
lives. But your solution could impact their lives, not just
today, but every day in their future. So it's up to you to sell
them on you and your product. It's your duty to convince them
that buying from you is in their best interest. So give it all
you've got!

Use your space wisely. But never make your sales letter longer
than it needs to be, simply because someone suggests that "long
copy outsells short copy".

In the interests of generating maximum sales, omitting a single
item could be costly as it could prove to be the determining
factor that tilts the buying decision in your favor.

Sell prospects on all the benefits. If you exclude any single
benefit, it may be the very benefit that would have closed the
deal today. Leave it out and it could cost you dearly.
Delivering short copy that leaves unanswered questions could
never be as effective a long copy that delivers all the
important details.

Someone once said your sales letter can never be too long, only
too boring.

Every paragraph... every sentence... in fact every word has to
lead the reader on to the next. Fail to do that and your
prospect will quickly click away. But hold her interest and feed
her desire and chances are, she'll read every word. And that's
your best bet for converting leads into orders.

What works best in your situation can only be determined by
testing. Try varying lengths of sales letters and watch your
results carefully. That's the only way to determine with
certainty the best copy length for your market.

More resources at www.makeyoursalessoar.com

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