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What If You Hate Long Sales Copy?

Written by: Tracy Needham

Article Overview: You've heard using a long copy sales page will increase your small business' sales and help you land more clients--but what if you groan every time you come across one on the internet? I'll confess, I used to hate long copy too until two factors that changed my mind. Read on to find out what they were--as well as three ways to create a sales page you'll like..that creates results you'll love.

What If You Hate Long Sales Copy?

If you hate long copy, should you use it in your business? I'll confess, I used to hate long sales copy too. Two things changed my mind:

1. Research says...Highly respected and unbiased research firms such as Marketing Sherpa say long copy is better. According to them, long copy nearly always gets better results when the product or service...

• Costs more than $500
• Focuses on health or money
• Includes a lot of technical details
• Involves reading, such as a book, ebook or newsletter
• Targets consumers over 60 years old (but bump up the font size)

And we're not talking a little bit better-we're talking A LOT better.

The only time short copy consistently outperforms long copy is with free offers.

2. Preventing buyer frustration...I realized how frustrating it is when you're interested but the copy doesn't answer all your questions. No one wants to take the time to call or email and risk getting stuck in a hard core sales pitch.

That's why prospects procrastinate and then buy something else later--not exactly the response you're looking for as a seller!

So more information is a good thing--as long as you break it up and format it so it's fast and easy to read. (Most people scan for what's important to them.) The problem is how its presented.



What people usually hate about long copy is feeling "sold to." Research shows women are especially sensitive to this. And on many long copy sales pages, the overblown, promise-you-the-moon language and overdose of annoying graphic elements immediately raises the red "being sold to" flag.

The good news is you CAN cut the hype and still put the power of long copy to work for you...

Tips for Creating Effective Long Copy You Can Live With

Here are three ways to make it more your style:

1. Engage and persuade prospects in an authentic way. Use compelling stories and testimonials. Be specific about the benefits and results they'll get. Give them a taste of what they can expect. Weave in powerful, colorful yet believable words and phrases to up the interest.
2. Write like you talk. The copy should sound like you're having an enthusiastic discussion with someone over a cup of coffee. So if you're using a copywriter, make sure to provide them with other pieces you've written or an audio so they can capture your voice.
3. Tell YOUR story. Prospects want to know who you are because they're ultimately buying you...not your product or service.

It may take a little work, but finding an effective long sales copy style that's more comfortable for you will pay dividends for years to come.

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Article Tags: br, consumers, ebook, free offers, frustration, graphic elements, hard core, health, hype, li li, little bit, marketing sherpa, money, promise you the moon, prospects, sales pitch, targets, technical details, three ways, ul



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