Whoever said "long copy" doesn't work on web obviously doesn't know how to sell online. In fact, online marketers are making an absolute fortune with web pages spanning 1200 or more words used to sell their software and manual products.
There's an internet marketing expert in States who went from zip to millionaire just by promoting a book on car secrets via a very wordy online sales letter. He is now recognised as perhaps world leading expert in internet marketing. His name is Corey Rudl.
The copy on our product pages is equally as long ... and it works, delivering us many thousands of dollars in product sales without any offline promotion.
"How to Create a Sales Explosion With Every Ad and Letter You Write" ... http://www.synergie.com.au/explosion.htm "Marketing Manager's Toolkit" - http://www.synergie.com.au/marketing-forms-product.htm "Tenders that Sell" - http://www.synergie.com.au endersthatsell.htm
The key is to get to point early ... you can have long copy on your website BUT (and I stress BUT) make sure beginning of your message gets to point quickly. That's where you can lose people. It's vitally important that you hook them quickly by offering strong "hit them in face" benefits.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~` The difference between writing direct mail and writing web copy ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I will often start a letter by relating to main frustrations or problems that a reader faces. Sometimes I will spend two or three paragraphs getting what I call "nod factor" happening. (This is when they are nodding their head in agreement with what you have written).
With web copy, you simply can't start your sales letter with three paragraphs of copy setting scene.
Chop, then chop then chop again!
Even though I said writing long copy is definitely acceptable, what won't work is FLUFF. Remove all those fluffy, round-about ways of saying things and replace them with short, sharp and to point words. You can go into great length to describe something as long as it is ABSOLUTELY critical to sales message.
Here's a tip to help you write like a miser:
When writing online copy I avoid using a word processor. I actually go into my email program and write it in email message window. It's a mind-set thing. Makes sense doesn't it! We all write emails in a quick, friendly, to point way - much more economically than we do when writing snail mail. When you've written your draft THEN cut and paste it into your word processing program.
So, how do you make your words SELL online?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~` Follow recipe ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~`
Remember, in other articles we talk about AIDCA formula. Make sure you follow it in your offline and your online copy.
A - Attention - grab their attention with a powerful headline that absolutely shouts out benefits of visiting site
I - Gain their interest by relating to their needs or frustrations
D - Create desire by spelling out benefits and painting a picture of how better off their lives will be by investing in your product or service.
C - Gain their conviction. Convince them that they must purchase your product. Summarise your benefits in a powerful way. Include a powerful offer that convinces them to purchase now. Implement risk reversal techniques such as a FREE trial or a money back guarantee.