Hi Dien & Rick,

I certainly share the opinion of Marlon and many other top copywriters & marketers that long copy is the way to go. In fact, this is far more than an "opinion," as it has been extensively tested.

But when asked WHY long copy is the way to go, I find that many people are at a loss and simply say that "it works better."

So allow me to present one possible way to arrive at this conclusion:

First, I would suggest doing something radically different than most -- run your numbers BEFORE you write your sales letter or build your web site.

In other words, take your price point of your product or service, your profit margin, and your projected cost per visitor. And ask yourself what visitor to sale closing percentage you'd be happy with.

Let's say for argument's sake that you conclude that you'd be happy if 2 out of every 100 unique visitors to your site buy your product or service.

Given this ratio, let me ask you a very important question:

Who do you want to "speak to" with your sales copy -- the 98% of people who WON'T buy, or the 2% of people who WILL buy?

Clearly, the buyers are who you want to reach with your message.

Let's take this a step further.

Naturally, we know that your 2% are VERY interested in your product or service. Otherwise, they wouldn't have bought!

And I don't know about you, but if I'm very interested in a topic, there's no limit to how much I'll read about it -- as long as it's interesting! But this is a BIG "if." If the message is NOT riveting, then even your 2% might lose interest. Don't ever lose sight of the inherent obstacle you face in getting a complete stranger to pull out their wallet while at your web site and give you money.

So let's take a leap of faith and assume that you have riveting, hard-hitting copy. If this is the case, wouldn't you want to anticipate every possible objection your visitors may have, and overcome them in an interesting and compelling manner? And I don't need to tell you the power of telling a story...using industry statistics to support your case...sharing testimonials and reviews to boost your credibility...having a better than risk free guarantee...and countless other elements that go into a successful sales letter.

I think where some marketers go astray is in thinking that if they write shorter, or "teaser" copy, without presenting their whole case, they'll appeal to a wider range of people. And they mistakenly project that they'll close greater than 2% this way, when in fact, the 98% were arguably lost causes to begin with, and the 2% would respond much more favorably to a compelling sales letter!

I do hope that my musings have helped guide those of you who are pondering what form to use with your sales copy :)

All the best,

-Jesse

> Hi Rick,

> I was thinking about the one on long copy,
> even long copy on a single page....

> When I read that, what popped into my mind
> specifically was Marlon Sanders' web site,
> www.amazingformula.com -- an example of
> long copy on a single page which appears to
> be successful.

> As long as what you're saying is interesting
> enough to your target audience so that
> people keep reading!

> What do you think?

> - Dien




Read The Sales Letter That Has Closed $2-3,000 Sales With No Human Contact!