I have written before about long sales copy on web. But I have more to say on subject.
First, let me be clear about what I’m saying here. I’m not talking about long content pages within dozens of other pages on a site. I’m talking about stand-alone pages...a long, direct response sales letter online, often with its own domain name.
Next, let me say this: long copy works, online and offline.
If you can hold someone’s attention with your writing, a long page gives you space to deliver all benefits, cover all features and address a myriad of reader questions and concerns. So long as letter carries momentum and holds reader’s attention, people will keep scrolling.
And you’ll get a better conversion rate than you would with a shorter page. This is true offline, and on web also.
However, what I have found is two distinct approaches to long, online sales letter. Both work, but do so in different ways.
>> Long copy style #1: Selling with Hype
You probably know kind of page I mean. Here’s an example of kind of copy you can expect:
“Income For Life™ is same program being praised by true experts as “...a new breakthrough method that will probably lead more people from broke to millionaire status than ‘Think & Grow Rich,’ ‘Rich Dad, Poor Dad,’ and ‘The Science Of Getting Rich’ Combined!””
The copy style is fast, packed with superlatives, thick with unsupported promises and bulging with testimonials given by people who appear to sprinkle amphetamines on their wheaties.
The template for these sales pages is fairly consistent. Lots of highlighted subheads and indents. A breathless pace...and promise of a better life. Success. Wealth. Happiness.
Well, we all want to be happy and most of us could do with some extra wealth.
But how is it that this approach works so well? Many of us look at these letters and are incredulous. And many of us would claim never to be persuaded by such an approach. But hundreds of thousands of people are.
How come? This copy approach has a hypnotic quality to it. It makes promises with such strength and enthusiasm. And in some way, it tempts us into a state of submission. We submit to endless waves of promises and testimonials. We succumb to thought that maybe, just maybe...this might work...and we might find that extra wealth or happiness.
And yes, even you will turn off your critical faculties from time to time. If you have ever purchased a lottery ticket you have been in this ‘space’...where your desire for a better future overcomes your more rational thinking process. Hey, someone has to win. Right?
The same is true if you have ever felt your brain go soft in face of an enthusiastic car or electronics salesperson. One half of your brain knows you are being persuaded to buy extra features you don’t need and probably can’t afford. The other part of your brain is whispering in your ear, “Hey man, chill. This feels good. Go with flow, listen to man.”