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 They say that nobody reads it, it’s not effective any more, that long copy is hopelessly old-fashioned and out-of-date.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!

What Can I Sell Online?

I am sitting in my office (home office, that is) making CD’s to take to a book show in Montana. Actually, I made over 100 CD’s complete with cases in the past two days! And I am only about half-way through! The topic of these CDs is low budget internet marketing for small business.

I also have CD’s and video tutorials that cover a wide range of topics from parenting, making biblical decisions, the biblical view of debt, how the old testament saints were saved…to the value of practical skills for your children, small businesses that kids can start, how to turn a recording into a product and is ebay right for you.

Additionally, home remodeling audios are in the works - as a contractor with 20 years experience, my specialized knowledge still comes in handy! How about you? Do you have specialized knowledge, information you could use to create your own business? Each and every month, I create new products, which are sold online. Recently, I was told, “You don’t really do this yourself. You make money by telling other people how to make money. That’s crazy!”

Actually, that’s not true. I create products for many different niches and market them on the Internet. I can help you do the same thing.

Would you like to know how much equipment it takes to churn out 100 CD’s in two days?

- A personal computer, just like the one you’re reading this with.

- A printer, also like yours.

- A CD burner. Mine cost $100 at Office Depot.

- 100 DVD cases, at $.37 each

- Blank CDs, $.17 each.

- CD labels, $.20 each.

Add it up - that’s not a huge capital outlay to create all of these CDs. Creating an e-book is even cheaper. Why don’t you give it a try? It doesn’t require a large capital outlay to record an interview, a “how to” audio or video, or an e-book. Simply find your area of expertise, seek your niche, and go for it!

There are many niches to be filled, and there is a demand for your expertise. Creating an audio, �How to Make Money on the Internet� is only a tiny sliver. As you can see, there�s an unlimited supply of topics available. Do your research and follow some easy steps, and you will be ready to learn how to make Money on the Internet.

Whatever your niche, go forward confidently. Other people have made money on the Internet, and you can too. Write e-books, develop audio and video tutorials, sell products, or even earn money by recommending products. With so many low-budget Internet marketing strategies available for small businesses, you�re sure to find one that works for you. Get the whole family involved � look into small businesses that kids can start, and watch your children thrive!

All you need now is confidence, the knowledge you can do whatever you want. The first step is always the hardest. Maybe try starting with a free blog, a great way to dip your toes into the pool! Whatever you choose, I have faith in you. You CAN do this, and we can show you how. Let�s get started!