You can't make a sale unless your customer is emotionally and logically involved. They have to THINK your product or service is a good buy and they have to WANT to buy it.
A good LONG sales letter is classic way to capture your customer's mind AND heart.
I'm talking about a web site page that has at least 900 words (about 3 pages worth of copy on a word processor.) Long letters also work well for sending through mail or including in sales packages. They can be three pages, six, even twelve pages of copy.
Here's why long copy works. Only a very few of us buy things on a whim. More than 70 percent of people like to get more details and think about it before buying. The problem is most folks never get around to buying if they walk off to think about it. There are just too many other tasks competing for their attention. This is especially true for web sites where customer has one zillion other sites they can buy from.
Long copy gets interested customer even more interested. While they sit reading your engaging copy for one, three, even five minutes, they become logically and emotionally involved in your copy. While they are reading, they are getting more information and thinking about purchase. This is EXACTLY what majority of your customers need to make a purchase.
But how to you get a long sales letter? It's not as hard as it looks if you know how.
Start with a headline. Good headlines focus on one key goodie customer gets when they buy for you. SAVE TIME...EARN CASH...LESS HASSLE...SPEND LESS--are all good benefits to start your headline with.
Follow your main headline with a second, smaller headline. This one can be a bit longer and give a few more key details about your offer. Your first and second headlines might look like this:
SAVE TIME WITH MONTY'S NEW MONKEY GREESER!
Nothing is more embarrassing than having a squeaky monkey. Monty's patented grease makes your monkey run smoother for years.
Ah, now think what you can do with a REAL product or service. Next, give a quick rundown of your features and benefits they provide. A bulleted list is often best for this. Then give people a link or directions on how to buy. A good 17 percent don't care about getting more information. They just want to buy NOW. Don't make them hunt for your order info at end of your copy.