Long Copy Sales Letters on the Web: Hype or Not?

Written by Nick Usborne

I have written before about long sales copy onrepparttar web. But I have more to say onrepparttar 108025 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 yourepparttar 108026 space to deliver allrepparttar 108027 benefits, cover allrepparttar 108028 features and address a myriad of reader questions and concerns. So long asrepparttar 108029 letter carries momentum and holdsrepparttar 108030 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 onrepparttar 108031 web also.

However, what I have found is two distinct approaches torepparttar 108032 long, online sales letter. Both work, but do so in different ways.

>> Long copy style #1: Selling with Hype

You probably knowrepparttar 108033 kind of page I mean. Here’s an example ofrepparttar 108034 kind of copy you can expect:

“Income For Life™ isrepparttar 108035 same program being praised byrepparttar 108036 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...andrepparttar 108037 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 torepparttar 108038 endless waves of promises and testimonials. We succumb torepparttar 108039 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 inrepparttar 108040 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 withrepparttar 108041 flow, listen torepparttar 108042 man.”

The Power of Saying 'You Can'

Written by Nick Usborne

If you have children, you will doubtless remember saying to them, "You can do it."

It's what we say when our toddlers first struggle to their feet.

It's what we say when they face their first day at school, when they first ride a bicycle, or first swim a full length of a pool.

Children facerepparttar challenges of early life with greater confidence when they are supported byrepparttar 108024 belief and support of their parents.

And it doesn't stop at childhood. We continue to say, "You can do it" when our teens take their driving test, apply for college or dress up for that first job interview.

I recently finished reading John Le Carre's book, The Constant Gardener. He frequently touches onrepparttar 108025 thought that adults are simplyrepparttar 108026 children they once were, with all their childhood strengths and weaknesses, masquerading in grown-up bodies.

I think he's right. As adults, at home and at work, we still craverepparttar 108027 support and belief of those around us - our partner, our colleagues, our bosses.

When faced with a tough career challenge, it's still reassuring to have someone put a hand on our shoulder and say, "You can do it."

With this in mind, consider some ofrepparttar 108028 copy you write on your Web site, and in your emails and newsletter.

Where you now say something like:

At Acme Trust we support local arts through our funding program.

Consider saying this:

Through Acme Trust you can successfully apply for a grant to support local arts.

Where you say:

Acme Business Intelligence software aggregates data from acrossrepparttar 108029 enterprise and makes it available to your managers...

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