If you hate long copy, should you use it in your business–after all, won’t that attract clients who are not like you?
I’ll confess, I used to hate long sales copy too. Two things changed my mind:
1. 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. I realized how frustrating it is when you want to buy, 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 it’s worth figuring out if what you dislike about long sales copy can be fixed.
What’s Really Annoying About Long Copy
I think it’s safe to assume that having enough information to make a buying decision is NOT what’s turning you off.
(But it does have to be organized and formatted well so it’s fast and easy for the prospect to find the parts that are important to them.)
Usually, what people 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.
But you CAN cut the hype and still have effective long copy…
Tips for Creating Effective Long Copy You Can Live With
You ever don’t have totally love long copy (but if you do it right, you’ll love what it does for your business!), but here are three ways to make it more your style:
- First, 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.
- Second, write like you talk. The copy should sound like you’re having an enthusiastic discussion with someone over a cup of coffee. (And yes, a good copywriter can adopt your “voice” by reviewing audios you’ve made or other materials you’ve written.)
- Third, tell YOUR story (in a succinct way). They want to know who you are because they’re ultimately buying you…not your product or service.
Finally, remember your clients are never exactly like you–because you know how to get the result they’re looking for.
But you should be able to find a long sales copy style that’s more comfortable for you AND boosts your bottom line.
