KISS - Keep It Short Scholar

Written by James D. Brausch

We've all heardrepparttar normal KISS principle (Keep It Simple Scholar). When we talk about sales copy, it is important to keep it simple. It is also important to keep it short.

Let's briefly take a different view of sales copy. Perhaps you takerepparttar 129619 view that sales copy is meant to talk people into purchasing your product/service. For a moment, let's take a different view that it is actually there to talk people OUT of purchasing your product/service. In many ways, this latter view is more accurate.

Think aboutrepparttar 129620 prospect as she reads your ad copy. They read a sentence and like what it says. They feel good; they feel hope that this will berepparttar 129621 answer to one of their problems. They read another sentence. It affirmsrepparttar 129622 first and they feel more excited. They are ready to buy, but there is more ad copy. They read on. The third sentence doesn't really apply to their specific problem. Perhaps they start to lose a bit of that excitement. Thenrepparttar 129623 fourth sentence completely alienates them. They aren't part of THAT group of people (perhaps you were selling a fitness product andrepparttar 129624 fourth sentence was related to weight-loss). They turnrepparttar 129625 page or clickrepparttar 129626 BACK button or closerepparttar 129627 browser. You've lost them.

If your ad copy stopped afterrepparttar 129628 first two lines, you would have maderepparttar 129629 sale. Start reading your ad copy in this way. Normally, each sentence is viewed asrepparttar 129630 sentencerepparttar 129631 potentially "sells" them. In reality, usually your prospect is reading each sentence looking for a reason NOT to buy. Start editing your ad copy to eliminate all of those potential reasons. In general, strive to make your ad copy as short as possible.

Not a believer yet? Let me give you some real-life examples that lead me to this conclusion. Inrepparttar 129632 early days, I would test click-thru rates using a variety of sales copy. I would try a paragraph against another paragraph. This is where I fist noticed that shorter is better. The shorter paragraphs almost always outperformedrepparttar 129633 longer paragraphs. This is true for bothrepparttar 129634 click-thru rate andrepparttar 129635 overall amount of revenue generated over a period of time.

I finally tested this conclusion allrepparttar 129636 way to it's logical extreme... Yep; a single word outperforms two words almost every time. I now use this concept to build traffic for others. I draw inrepparttar 129637 largest potential group of customers by using a single word. I then show them a full paragraph describing my customer's exact product/service to narrow that group down torepparttar 129638 perfectly targeted visitors to send along to my customer. The others are given other choices so that I can make some other use of them.

Interviews with Well-Known Ezine Writers #1: - Bob Leduc

Written by Michael Southon

MS: Bob, how important have Ezine Articles been in achieving your success in online business?

BL: Very important! Most of what I learned 6 or 7 years ago about doing business onrepparttar Internet came from articles written by others already working online. Today, most of my new customers and clients are generated byrepparttar 129617 articles I write.

MS: How long have you been writing Ezine Articles and what arerepparttar 129618 main topics that you write about in your Ezine Articles?

BL: I've been writing Ezine articles for 5 years and I mainly write about Marketing and Sales

MS: Bob, amongst allrepparttar 129619 promotion techniques you use, how important are Ezine articles?

BL: 1st a large margin

MS: Are there other techniques you use?

BL: Yes. I also do off line promotions by postcard.

MS: Bob, what sort of articles have you had most success with? In your experience, what kind of Articles are most in demand?

BL: "How to" articles about how to find more prospects and customers or how to close more sales. I've been very successful at building my own business and helping other business owners build theirs. I write aboutrepparttar 129620 things I learned and use ...and tailor my writing specifically to help other small business owners.

MS: Some Ezine Writers promote a product or service in their Resource Box, while others aim only to get a subscription to their free Newsletter. What would your advice be for getting maximum results from your Resource Box?

BL: Both methods are effective. To generaterepparttar 129621 maximum responserepparttar 129622 byline must offerrepparttar 129623 reader an enticing benefit.

MS: What have you found to berepparttar 129624 most effective ways of getting your Articles published?

BL: Building my own list of publishers who requested articles from me.

MS: Apart from getting your Articles published in Newsletters, are there any other ways you use your Articles to promote your website? (such as turning them into a free E-Book)?

Cont'd on page 2 ==> © 2005
Terms of Use