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Do long copy sales letters actually work?

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Written by Ray Edwards

Tuesday, 06 May 2008

by RayEdwards

Ask for an opinion about long copy, and you will get it! People think that it doesn't work, it's old-fashioned and nobody reads it. Well, I'm here to tell you that reports of the death of long copy have been greatly exaggerated. Long copy sales letters are not dead.

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 works:

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 tells a story. People love stories. Don't believe me? Check out Seth Godin's book, All Marketers Are Liars. In it, he discusses the power of using stories to sell a product, and how this 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. This clearly explains what you are offering to your readers.

Here's why it's right for you. Here you explain why this is the 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. Buy! Pull out your credit card! That's what you want them to do! Right now!

Interested in trying it for yourself? Try using these four steps as they are written - they make good headlines. It really works!

About the Author:

For an inside look at the techniques of a top direct response copywriter, visit the site of Copywriter Ray Edwards. Claim your podcasts, marketing tips, videos and copywriting advice.

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