I have written before about long sales copy on the web. But I have more to say on the subject.
First, let me be clear about what I'm saying here. I'm not talking about long content pages within dozens of other pages on a site. I'm talking about stand-alone pages...a long, direct response sales letter online, often with its own domain name.
Next, let me say this: long copy works, online and offline.
If you can hold someone's attention with your writing, a long page gives you the space to deliver all the benefits, cover all the features and address a myriad of reader questions and concerns. So long as the letter carries momentum and holds the reader's attention, people will keep scrolling.
And you'll get a better conversion rate than you would with a shorter page. This is true offline, and on the web also.
However, what I have found is two distinct approaches to the long, online sales letter. Both work, but do so in different ways.
Long copy style #1: Selling with Hype
You probably know the kind of page I mean. Here's an example of the kind of copy you can expect:
"Income For Life? is the same program being praised by the true experts as "...a new breakthrough method that will probably lead more people from broke to millionaire status than 'Think & Grow Rich,' 'Rich Dad, Poor Dad,' and 'The Science Of Getting Rich' Combined!""
The copy style is fast, packed with superlatives, thick with unsupported promises and bulging with testimonials given by people who appear to sprinkle amphetamines on their wheaties.
The template for these sales pages is fairly consistent. Lots of highlighted subheads and indents. A breathless pace...and the promise of a better life. Success. Wealth. Happiness.
Well, we all want to be happy and most of us could do with some extra wealth.
But how is it that this approach works so well? Many of us look at these letters and are incredulous. And many of us would claim never to be persuaded by such an approach. But hundreds of thousands of people are.
How come? This copy approach has a hypnotic quality to it. It makes promises with such strength and enthusiasm. And in some way, it tempts us into a state of submission. We submit to the endless waves of promises and testimonials. We succumb to the thought that maybe, just maybe...this might work...and we might find that extra wealth or happiness.
And yes, even you will turn off your critical faculties from time to time. If you have ever purchased a lottery ticket you have been in this 'space'...where your desire for a better future overcomes your more rational thinking process. Hey, someone has to win. Right?
The same is true if you have ever felt your brain go soft in the face of an enthusiastic car or electronics salesperson. One half of your brain knows you are being persuaded to buy extra features you don't need and probably can't afford. The other part of your brain is whispering in your ear, "Hey man, chill. This feels good. Go with the flow, listen to the man."
This happens to us when we WANT to hear what we are hearing. When we WANT it to be true. When we allow ourselves to dream.
This is how hype works. It deepens our state of submission and creates a state of almost dreamlike optimism.
And it works.
The significant downside to this approach is that most of us wake up from the dream and find that the promises were empty. Or, to put it another way, we bought the ticket, but didn't win the lottery.
So if your aim is to build long-term relationships with your readers, prospects and customers, using hype is not the way to go.
Long copy style #2: Selling with a Human Connection
The second style of long copy approach is quite different. Again, these are often stand-alone pages, many screens long. Again, you'll find the headings, the subheads, indents and testimonials.
But you'll find a very different approach in the writing style.
If you have ever read a sales letter from Bill Bonner, Ken Evoy or Allan Gardyne... this is the kind of writing I'm talking about.
These are still long, enthusiastic letters...and the pace still draws you down, line after line.
But here are some differences, and they are very significant.
- Within the text you will hear the genuine voice of the writer. You're not being sold with copy written by the 'Dream-O-Matic 2000' ? you're being sold by a recognizable human voice, the voice of Bill, Ken or Allan.
- You are not succumbing to that state of dreamlike submission and suspending your critical faculties. You remain quite rational and quite clear in your thinking.
- You are hearing a voice that sounds and feels infinitely more trustworthy.
- You don't have to suspend your disbelief. Instead, you feel comfortable and believe what you are reading.
At the end of a letter like this, you make a choice...buy or not to buy. And it's a choice you are much less likely to regret.
Online sales letters like these are the children of traditional direct response letter writing. Good direct mail letters are written in this second way ? by making a genuine connection with the reader and earning his or her trust.
There is a big upside to this second approach. It builds trust and loyalty. If your strategy is to build a list of happy prospects and customers who will come back again and again, this is the style you will want to adopt.
Conclusions
Long copy works, and it works in more than one way.
If you can reach a big enough readership (no small feat) and want to make big money, right now, hype might work for you.
But if you want to build a long-term list of repeat customers... be yourself and write to your audience with an enthusiasm that is built on a foundation of honesty and respect for your readers.
--
Article Resource: If you would like to learn how to write like a traditional direct marketer, read my review of michael masterson's accelerated program for six-figure copywriting.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his read my review of michael masterson's accelerated program for six-figure copywriting site. You'll find more articles and resources on how to make money as a freelance writer at his read my review of michael masterson's accelerated program for six-figure copywriting site.
executive chauffeured services Bradford .. Madison to Airport carNew Web sites are springing up online by the millions.... Read More
You have identified that to have an internet prescence would... Read More
Websites, there's literally billions of them out there in cyber-space.... Read More
The problem with designing your site as a graphic, is... Read More
Any kid, and their grandmother too, can make a webpage.... Read More
The "Wow" factor that accompanied the introduction of streaming media... Read More
I see a lot of mistakes, but here are the... Read More
One visit does not make a sale. Be sure to... Read More
Novice and professional graphic designers, we are aware that you... Read More
With an increasing number of employment portals emerging, it is... Read More
A web site builder can be a real life saver... Read More
Creating your web site can be a tricky process. Choosing... Read More
Well, you've got your product, started your home business, and... Read More
ActiveX uses an interesting method for enforcing security ... it... Read More
I once created a notepad-like editor. It is possible with... Read More
Remember the day that you got your new computer (or... Read More
To create your own great banner, you only need five... Read More
Are you a student of graphic design? If you have... Read More
Your website design may be affecting your sales in ways... Read More
If you have a business, big or small you may... Read More
Before you start worrying about marketing your website on the... Read More
CSS is a new option for website designers that have... Read More
Content is undoubtedly the most important element of a website.... Read More
Unarguably, the most important part of your website is content.... Read More
Most people will agree there is nothing more annoying than... Read More
O'Hare Chicago prom limo ..Designing your website can be a difficult task especially if... Read More
It starts off simply; a few HTML pages, a few... Read More
We can't emphasize enough the importance of including keyword-rich content... Read More
Unless you are an inventor, most likely you are selling... Read More
When JV Media Design was formed, the year was 1995... Read More
If you have a business, big or small you may... Read More
Before I discovered the concept of Web site templates, I... Read More
Developing a software application is not easy at all; apart... Read More
Let's face it. Buying products and services from the Internet... Read More
In my last article entitled, Maximizing The True Value Of... Read More
If you are going to have a web presence for... Read More
Just what is web copy? Some people think that web... Read More
It seems that almost every Tom Dick and Harry do... Read More
In this article, I will attempt to cover the basics... Read More
Sin #5Poor Spelling And GrammarWe all make mistakes when we... Read More
Creating your own website is great fun! But how is... Read More
There are several graphic software packages available to help you... Read More
Do you want to use unsafe web colors without offending... Read More
10 Basic Things Your Website Should Have ...__ all short... Read More
If you have a business, big or small you may... Read More
Avoid these mistakes and your site will be steps ahead... Read More
Have you ever thought about the real stories behind all... Read More
Thinking about designing your own website? Think again about adding... Read More
What dollar amount does your web site contribute to this... Read More
This is my second article on maximising web site viewability.... Read More
Web Design |