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Need more proof? Try it yourself. Create a link on your site that says something like: "For least expensive high quality widgets, click here". Obviously, change "widgets" to something you want to actually sell. Also make sure you use some method to track click-thru rates and sales. Expose that link to a test group of visitors and record your results. Now repeat with following progressively shorter phrases:
Least Expensive/high quality widgets Least Expensive Widgets Cheap Widgets Widgets
In almost all cases, you will find that your click-thru rate will increase as phrase becomes shorter. In most cases, you'll also notice that total revenue will increase as well. Your revenue per click will level off at some point. This is point of most efficiency.
Try same exercise with your one-page sales letter. Start off with 10 paragraphs and slowly start to eliminate least useful paragraphs. You should notice same effect. Eventually, your revenue per visitor will level off and tell you that remaining paragraphs all say essential things to sell your product. Then you can start trimming out sentences. finally individual phrases and words.
The goal is to tell your prospects enough about your product/service that they are ready to buy and NOTHING MORE. Anything more than these essentials is just going to convince them that your product/service isn't right for them.
Of course, you must be sure to tell them essentials so that they make an informed decision. This isn't a call to be dishonest by leaving out essential information. It is actually a call to be more honest by leaving out extraneous information that would confuse and drive away potential customers.
James D. Brausch, is the Vice President of Marketing for Target Blaster, Inc., an Internet Marketing firm specializing in targeted traffic. http://www.TargetBlaster.com