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This happens to us when we WANT to hear what we are hearing. When we WANT it to be true. When we allow ourselves to dream.
This is how hype works. It deepens our state of submission and creates a state of almost dreamlike optimism.
And it works.
The significant downside to this approach is that most of us wake up from dream and find that promises were empty. Or, to put it another way, we bought ticket, but didnít win lottery.
So if your aim is to build long-term relationships with your readers, prospects and customers, using hype is not way to go.
>> Long copy style #2: Selling with a Human Connection
The second style of long copy approach is quite different. Again, these are often stand-alone pages, many screens long. Again, youíll find headings, subheads, indents and testimonials.
But youíll find a very different approach in writing style.
If you have ever read a sales letter from Bill Bonner, Ken Evoy or Allan Gardyne... this is kind of writing Iím talking about.
These are still long, enthusiastic letters...and pace still draws you down, line after line.
But here are some differences, and they are very significant.
- Within text you will hear genuine voice of writer. Youíre not being sold with copy written by ĎDream-O-Matic 2000í Ė youíre being sold by a recognizable human voice, voice of Bill, Ken or Allan.
- You are not succumbing to that state of dreamlike submission and suspending your critical faculties. You remain quite rational and quite clear in your thinking.
- You are hearing a voice that sounds and feels infinitely more trustworthy.
- You donít have to suspend your disbelief. Instead, you feel comfortable and believe what you are reading.
At end of a letter like this, you make a choice...buy or not to buy. And itís a choice you are much less likely to regret.
Online sales letters like these are children of traditional direct response letter writing. Good direct mail letters are written in this second way Ė by making a genuine connection with reader and earning his or her trust.
There is a big upside to this second approach. It builds trust and loyalty. If your strategy is to build a list of happy prospects and customers who will come back again and again, this is style you will want to adopt.
Long copy works, and it works in more than one way.
If you can reach a big enough readership (no small feat) and want to make big money, right now, hype might work for you.
But if you want to build a long-term list of repeat customers... be yourself and write to your audience with an enthusiasm that is built on a foundation of honesty and respect for your readers.
Nick Usborne is a copywriter, author, speaker and advocate of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his www.ExcessVoice.com site. You'll find more articles and resources on how to make money as a freelance writer at www.FreelanceWritingSuccess.com