Long Copy Sales Letters

Many people that I speak to think long copy is dead. They say that nobody reads it, it’s not effective any more, that long copy is hopelessly old-fashioned and out-of-date. I think that the demise of long copy has been exaggerated. Long copy still works and lives.

Today’s resource is from my own online copywriting course, available at WebCopyWritingExplained.com. In this lesson, I explain why long copy works and show you how to use it effectively.

There are three reasons why long copy is effective:

We love to read about what we love. When you’re interested in a certain product or service or video, don’t you love to visit websites that tell you more about it? Don’t you love to find books on your favorite topics? There’s a favorite little bookstore of mine here in Spokane called Auntie’s Bookstore. When I go in there with a topic in mind, I don’t just buy one book on that topic, I buy ALL the books on that topic! You could verify that if you could see my office here. You would see hundreds of books on the subject of marketing, copywriting and web conversion. We love to read about what we love, and that includes sales letters about what we love!

Selling online is different from selling in person. When you deal with a client in person, you aren’t only listening to what he says. You are also reading his body language, looking for clues to his thoughts. By contrast, when you sell online, you lose all those valuable visual cues. Instead, you have to define your client’s objections in advance, then answer these objections. This can take a lot of words, and lead you directly to long copy!

Long copy helps you tell a story. In Seth Godin’s book, All Marketers Are Liars, the author discusses the power of stories to sell a product. Learn how stories sell, and how that can help your business.

Here’s a formula for writing a four-part long copy sales letter that works almost every time, if it’s executed properly. I credit this formula to John Carlton (and, by the way, I highly recommend all his material to you):

Here’s what I have to offer. Clearly explain what you are offering to your readers.

Here’s why it’s right for you. Explain your solution to your reader’s problems.

Here are some answers for you. This could take the form of FAQs. In this section, you answer any objections they may have, before those objections are even made.

Here’s what to do now. Buy! Call now! Right now! That’s what you want them to do right now!

Interestingly, you could even use these headlines word for word to start each of the sections in your copy, and it would work great!