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This is a very interesting thread, I am learning a lot and I thank everyone for that... I understand the point about longer copy, but I am curious how well longer copy translates to sale marketing via e-mail (that is on a computer screen)... It seems that most people tend to skim things on a computer screen, if that's the case, wouldn't it make sense to entertain the idea of shorter copy? Again, I have no idea (and certainly don't claim to be a master)... Just curious is all... Josh :-)

> 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




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