Long vs Short
Decisions of How to Build the Ideal Sales Letter
This is in reference to the online sales letter.
Problem is unless you get to the point from the start your audience becomes bored and leaves. Not good if you are trying to sell a product or service.
How do you keep the potential customer interested?
First you have to get their interest, entice them to read more. So with a short email that leaves them begging for more will draw them to your sales page.
If intrigued they will stay and sometimes scan through the headings. They may determine what you have to say is of utmost importance to them. Great, you got them hooked!
Second, what if they are on your website? There is interest in a subject and unless the information is relevant, they are gone.
Again, many readers will scan the headings. Short copy on the website might be enough to get your audience to read the whole article. This is your pre-sale information. You can put a simple line at the bottom of the article inviting them to click on the link for more information.
If they now go to your added information link, it’s possible for a sale. They know it’s a sales page. Curiosity might bring them to your sales page, but clever copywriting will make the product irresistible. This is where the “long” makes sense. You go through the motions of bringing them closer to the purchase and justify to them their reason for the purchase.
You justify the purchase with the customer to prevent buyer’s remorse.
With a money back guarantee this brings confidence and security to the customer. A happy customer is a repeat customer and someone that will recommend your product to others.
As a copywriter:
I help build businesses, bringing new products and services to the world.