Long Copy vs. Short Copy… If You’re Still Debating This, You’re Missing The Point!

Written by Eric Graham

Continued from page 1

Its much like comments I get from time to time about using audio as a sales tool on websites. Occasionally a client will tell me “we tested using audio and it didn’t work”. Well… Just testing audio vs. no audio, doesn’t mean your test result is valid. Perhaps your message was not effective, maybe they didn’t like your voice. You need to test multiple audio scripts and even multiple speakers, before you can draw a valid conclusion.

Inrepparttar endrepparttar 149177 length ofrepparttar 149178 copy is irrelevant,repparttar 149179 response rate is what matters.

From my own testing I have found, as long as you keep your reader interested, keep your copy active and ensure a good flow, longer copy usually out performs short.

To often, people who have heard that “long copy is better”, write long copy forrepparttar 149180 sake of long copy. The result is usually long-boring copy. Adding more words, just to have longer copy is missingrepparttar 149181 point… The copy still needs to be tight, clean and laser focused.

The good news is, if your prospect is truly qualified and in real need (or want) of your product or service, they will read everything you give them, as long as you keep it interesting.

My friend (and long copy sales letter king) Michel Fortin recently posted an excellent article to his Blog about how to keep long copy interesting. You can read it here: http://michelfortin.com/archives/2005/05/how_to_write_co.htm

Atrepparttar 149182 beginning I told you that there is a way to write your copy to persuade and keeprepparttar 149183 interest of both long copy AND short copy fans.

You can cater to both visitor types by using “Dual Readership Paths”. You do this by using your headlines and sub-headlines within your copy to tellrepparttar 149184 “scan and buy” visitors everything they need to know to make their buying decision. By creatively using your sub-headlines and bullet points you can persuade those who do not haverepparttar 149185 time to read your entire message, without sacrificing needed benefits and copy for those who won’t buy without a “full” explanation of your product or service.

The bottom line is this…

The LENGTH of your copy is not what is important, it isrepparttar 149186 EFFECTIVENESS and response rate that matters.

Want to improve your conversion rates? Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce & Website Conversion , he's an in-demand speaker & consultant.

Visit www.web-site-evaluations.com today for an in-depth evaluation to boost YOUR websites conversion rate!

The Right Writer: How To Choose Your Next Copywriter

Written by Barry W. Morris

Continued from page 1

Guideline Three Look for Creativity

Selecting a writer with a creative mind is essential torepparttar success of any writing project. A creative writer is a creative thinker.

Unless you haverepparttar 148253 time and inclination to micromanage each stage ofrepparttar 148254 writing process, you’ll want a professional who will askrepparttar 148255 appropriate questions inrepparttar 148256 beginning get straight to work withoutrepparttar 148257 need for constant supervision.

Such writers are in good supply. How do you find them? Again, return torepparttar 148258 all-important web site.

This time examinerepparttar 148259 site for appropriate use of:

•Proper and orderly layout •Appropriate use of color •Overall presentation of information •And above all, creative copy.

Chances are good that if a writer has difficulty with any of these on her own site, she’s notrepparttar 148260 writer you’re looking to hire.

Guideline Four The Life/Experience Quotient

This is a non-mathematical phrase we coined to describerepparttar 148261 collective feel one gets in evaluating writers for assignment. It involves several criteria:

•Educational accomplishments •Career accomplishments outside of writing •Industry diversity in their writing career •References from past employers / clients

Once you get a feel forrepparttar 148262 type of work a writer has completed, you’ll be in a more favorable position to selectrepparttar 148263 appropriate candidate.

If you feel that a particular writer is well-balanced on terms of life / work experience, exposure to industry diversity, and presents herself well online and in person, then you’ve foundrepparttar 148264 “Right Writer.”


Selectingrepparttar 148265 best freelance commercial writer for your writing project depends on many factors. Some of these includerepparttar 148266 type of project, deadline issues, budget constraints, client expectations, etc.

Once you’ve narrowedrepparttar 148267 list of candidates down to an acceptable number, look forrepparttar 148268 writer with an effective web presence as well as one who presents himself well in person and in print.

Select a writer who is a creative thinker and is able to translate this into a fresh perspective for your piece. Finally, select a professional whom your feel is in possession ofrepparttar 148269 right mix of life / work experiences that will bringrepparttar 148270 proper tone to your project.

Using these four guidelines, I feel confident that you’ll have no difficulty findingrepparttar 148271 “Right Writer” for your next project.

Dr. Barry W. Morris is a freelance commercial writer (FLCW) based in San Jose. Reach him online at http://BarryMorris.com. Subscribe to his monthly newsletter, “The Final Draft” and receive coupons that can put money in your pocket! Subscribe at http://BarryMorris.com.

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