Long Copy Works Better - Or Is It Short Copy?

Written by Karon Thackston

Continued from page 1

When people are going to invest time or money (or both) in something they get nervous. Customers need to be reassured that they are makingrepparttar right decision. They need to be reminded of why they need to purchase this product or service. A wealth of information makes these prospective clients more secure about their decision.

Yes, there are other target groups that would benefit from both long form and short form copy. There are a multitude of them to sayrepparttar 101161 least. Asrepparttar 101162 advertiser, your job is to discover which type of communication style will be received well by your prospects. (A company named Myers-Briggs offers an excellent course on defining communication styles. I've participated in their training and found it to be highly beneficial.)

So what aboutrepparttar 101163 writers who swear their copywriting approach will cause major increases in response rates? What aboutrepparttar 101164 writers who say their method works for any product or service?

"But this guy said his copywriting style caused a 50% increase inrepparttar 101165 direct mail response rate of a jewelry store." I've heard this at least a hundred times. Maybe it did. However, I've never been a real fan of statistics when used to prove a point such as this.

There are two items inrepparttar 101166 above statement that cause me concern. The first isrepparttar 101167 percentage. We don't know how many direct mail pieces were originally mailed. Perhaps onrepparttar 101168 first campaign 50 envelopes were sent. Direct mail normally provides a 1-3% response rate. If we allowrepparttar 101169 3% in our example, that would meanrepparttar 101170 original campaign received 1.5 responses. A 50% increase meansrepparttar 101171 mailing usingrepparttar 101172 new copywriting style received 2.25 responses. Technically, that is a 50% increase even if only 2 people responded.

The second alarm that goes off isrepparttar 101173 phrase "response rate". Most advertisers don't understand this statement. Response rate does not equal sales. Response rate equals responses. Literally, if a person calls to ask a question in relation torepparttar 101174 mailing it is considered a response - even if that person never purchases. I caution you to beware of those with "one size fits all" copy- writing approaches.

Yes, there are big names out there that will tell you that one particular style of copy works to sell each and every product and service. Again, technically, I suppose they are right. However, it does not sell to each and every target audience member. If you don't get through torepparttar 101175 target audience,repparttar 101176 copy - regardless of who's style it is - is a waste of time and effort.

Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ghostwriting services. Visit her site at http://www.ktamarketing.com


Written by Larry Dotson

Continued from page 1


Make sure your visitors see your ad before seeing your freebie. When you use free stuff to lure people to your web site include it below your ad copy or on another web page.

Also, you want to make sure you persuade them to give you their e-mail address for future offers. You could publish a free e-zine, have them sign up to a contest your offering, etc.


1) Offer payment plans, accept bartering offers and be open to negotiation.

2) Capturerepparttar largest part of your target audience by accepting multiple ordering options.

3) Design your web site so prospects see your ad copy before they can grab your freebie and run.

Larry Dotson Over 40,000 Free Business eBooks & More when you visit: http://www.ldpublishing.com As a bonus, Bob Osgoodby publishes the free weekly "Your Business" Newsletter - visit his web site to subscribe and place a FREE Ad! http://adv-marketing.com/business

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