|
|
|
8 Tips for Writing A Knock-Em Dead Headline
There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of the most important elements is the headline. The headline of your piece will either...
9 Tips for Better Copywriting
Avoid the wimpy verbs—is and be.
These “do-little” verbs only occupy space and state that something exists. So don’t write, “There is one simple omission that can transform a sentence from boring to brilliant.” Do write, “One simple omission...
An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 2 of 2
by Karon Thackston © 2003 http://www.copywritingcourse.com In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current state the sales...
Choosing Keywords That Bring the Best Results
by Karon Thackston © 2003 http://www.copywritingcourse.com As a search engine optimization copywriter, I’ve seen my share of keywords. When working with me, clients choose their own keywords (or have someone else choose them) and then send me the...
How To Emotionally-Charge Your Sales Letters To Boost Sales
Are you frustrated that your sales letter isn't getting results? Do you wonder how you could make a satisfactory sales letter even better? If you said, "yes" to either of these questions then I invite you to read on as you will be richly rewarded....
How to Increase Your Copywriting Success
Take a look at your prospecting list, if you have one. Where did
all those names come from?
Most likely they're a hodge podge of names from a hodge podge of
sources...with few added to your list solely on the criteria
that they're...
The Magic Free Offer
I'm always amazed at how little original thought many
advertisers put into their ads. And how they consequently throw
away money. Right now I am looking at several full-page Yellow
Page ads for local law firms. These are mostly general...
Tips on Finding and Hiring a Good Copywriter
Tips on Finding and Hiring a Good Copywriter by Phyllis Schwartz, The Copy Coach (c) 2004 BetterCopywriting.com Finding the right words to promote your product or service is no easy, task, especially when writing is just "not your thing." You...
Use Grammar as a Marketing Weapon
If you're like me, you're not writing that ad, Web page, or
radio script to make your English teacher proud. You're writing
to sell.
If you get an "A" while you're at it, great. But don't count on
it. To get prospects to click, call, or buy,...
Write a Better Technical Article in Half the Time
Good technical articles are challenging to write. They’re time-consuming, demanding to research and hard to organize. But they’re valuable weapons in the PR and marketing arsenal, and you need them. If you can outsource the article, great....
|
|
| |
|
|
|
|
|
|
Long Copy Sales Letters on the Web: Hype or Not?
I have written before about long sales copy on the web. But I have more to say on the subject.
First, let me be clear about what I’m saying here. I’m not talking about long content pages within dozens of other pages on a site. I’m talking about stand-alone pages...a long, direct response sales letter online, often with its own domain name.
Next, let me say this: long copy works, online and offline.
If you can hold someone’s attention with your writing, a long page gives you the space to deliver all the benefits, cover all the features and address a myriad of reader questions and concerns. So long as the letter carries momentum and holds the reader’s attention, people will keep scrolling.
And you’ll get a better conversion rate than you would with a shorter page. This is true offline, and on the web also.
However, what I have found is two distinct approaches to the long, online sales letter. Both work, but do so in different ways.
>> Long copy style #1: Selling with Hype
You probably know the kind of page I mean. Here’s an example of the kind of copy you can expect:
“Income For Life™ is the same program being praised by the true experts as “...a new breakthrough method that will probably lead more people from broke to millionaire status than ‘Think & Grow Rich,’ ‘Rich Dad, Poor Dad,’ and ‘The Science Of Getting Rich’ Combined!””
The copy style is fast, packed with superlatives, thick with unsupported promises and bulging with testimonials given by people who appear to sprinkle amphetamines on their wheaties.
The template for these sales pages is fairly consistent. Lots of highlighted subheads and indents. A breathless pace...and the promise of a better life. Success. Wealth. Happiness.
Well, we all want to be happy and most of us could do with some extra wealth.
But how is it that this approach works so well? Many of us look at these letters and are incredulous. And many of us would claim never to be persuaded by such an approach. But hundreds of thousands of people are.
How come? This copy approach has a hypnotic quality to it. It makes promises with such strength and enthusiasm. And in some way, it tempts us into a state of submission. We submit to the endless waves of promises and testimonials. We succumb to the thought that maybe, just maybe...this might work...and we might find that extra wealth or happiness.
And yes, even you will turn off your critical faculties from time to time. If you have ever purchased a lottery ticket you have been in this ‘space’...where your desire for a better future overcomes your more rational thinking process. Hey, someone has to win. Right?
The same is true if you have ever felt your brain go soft in the face of an enthusiastic car or electronics salesperson. One half of your brain knows you are being persuaded to buy extra features you don’t need and probably can’t afford. The other part of your brain is whispering in your ear, “Hey man, chill. This feels good. Go with the flow, listen to the man.”
This happens to us when we WANT to hear what we are hearing. When we WANT it to be true. When
we allow ourselves to dream.
This is how hype works. It deepens our state of submission and creates a state of almost dreamlike optimism.
And it works.
The significant downside to this approach is that most of us wake up from the dream and find that the promises were empty. Or, to put it another way, we bought the ticket, but didn’t win the lottery.
So if your aim is to build long-term relationships with your readers, prospects and customers, using hype is not the way to go.
>> Long copy style #2: Selling with a Human Connection
The second style of long copy approach is quite different. Again, these are often stand-alone pages, many screens long. Again, you’ll find the headings, the subheads, indents and testimonials.
But you’ll find a very different approach in the writing style.
If you have ever read a sales letter from Bill Bonner, Ken Evoy or Allan Gardyne... this is the kind of writing I’m talking about.
These are still long, enthusiastic letters...and the pace still draws you down, line after line.
But here are some differences, and they are very significant.
- Within the text you will hear the genuine voice of the writer. You’re not being sold with copy written by the ‘Dream-O-Matic 2000’ – you’re being sold by a recognizable human voice, the voice of Bill, Ken or Allan.
- You are not succumbing to that state of dreamlike submission and suspending your critical faculties. You remain quite rational and quite clear in your thinking.
- You are hearing a voice that sounds and feels infinitely more trustworthy.
- You don’t have to suspend your disbelief. Instead, you feel comfortable and believe what you are reading.
At the end of a letter like this, you make a choice...buy or not to buy. And it’s a choice you are much less likely to regret.
Online sales letters like these are the children of traditional direct response letter writing. Good direct mail letters are written in this second way – by making a genuine connection with the reader and earning his or her trust.
There is a big upside to this second approach. It builds trust and loyalty. If your strategy is to build a list of happy prospects and customers who will come back again and again, this is the style you will want to adopt.
>> Conclusions
Long copy works, and it works in more than one way.
If you can reach a big enough readership (no small feat) and want to make big money, right now, hype might work for you.
But if you want to build a long-term list of repeat customers... be yourself and write to your audience with an enthusiasm that is built on a foundation of honesty and respect for your readers.
About the Author
Nick Usborne is a copywriter, author, speaker and advocate of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his www.ExcessVoice.com site. You'll find more articles and resources on how to make money as a freelance writer at www.FreelanceWritingSuccess.com
|
|
|
|
|
|