Do long copy sales letters actually work? | Copywriting

By RayEdwards
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A lot of people think that long copy is dead, that it doesn't work anymore, that it's old-school, that nobody reads it, that you don't need to use it, that it's not even effective anymore. Long copy sales letters are, in fact.not dead. Their death has been greatly exaggerated.

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.

Here are three reasons long copy is still 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!

Online is not like selling face-to-face. When you sell face-to-face, you can hear people's questions, you can read their body language to get an idea of what they're really thinking. Online, you have to try to figure out what questions (or "objections") they're likely to have. It's your job to figure out and answer all possible objections in advance. This will require a lot of words. What you end up with is 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. Here you explain exactly what you are offering to people reading your copy.

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

Here are some answers for you. Here, you answer any questions that they may have in advance.

Here's what to do now. Tell them what to do next. Buy! Call now! Add a sense of urgency, and tell them to call you Right Now!

It is interesting to note that you could use each of these headlines, exactly as written, to start each section in your copy. Try it -- it really works!

About the Author

For an inside look at the techniques of a top direct response copywriter, check out the membership site of Copywriter Ray Edwards. There you'll find many marketing resources and copywriting advice.

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