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The Importance of writing long Sales Letters
By
Abe Cherian Copyright ©
2005 [Reprint this article] |
Much debate on long vs. short letters continuously arrives
in my email. I've always said "The More
you Tell - The More you Sell!
Usually in your copy, the more you write, the better. I
receive one page sales letters all the time for products
and services and they don't have enough room to tell me
what they're offering. There's always a debate whether a
long salesletter works better than a short one. People will
say they don't like to read a long salesletter, but they
are not the customer.
There is no debate what so ever, without exception, a long
salesletter outsells a short one.
The ones that like short copy are the ad agencies because
they like to write snappy slogans and fancy copy and win
awards. There's one major drawback to award winning
marketing campaigns. The awards are based on how creative
and clever you can be and how pretty the marketing
campaigns are. What does that do for you? They look great,
but they don't sell.
The only award you want to win is with dollars that are
invested in your company by your customers. Short
sales-letters don't make sense. When you take time to think
about it, if you were going to send a salesman out to do
his job, you wouldn't say, "You have to do this in one
minute or less. You can only talk to the prospect for one
minute." Or, "You can only say up to 100 words." If you
don't do that to your salesmen, why would you do this to
your sales-letter?
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One thing that you want to start thinking is that all
salesletters are is salesmanship in print form. You
wouldn't limit your best salesperson to one or two minutes
to make the pitch. The same goes for writing salesletters
and getting people to read it. If what you offer is truly
interesting to your prospects, they will keep reading and
want more information to help them make their decision. You
owe it to yourself to tell them as much as possible.
When writing your sales copy, if your reader is even half
interested in your offer, they need detailed information
before they even consider buying from you. Lots of it.
And if they are interested in what you have to offer, they
will read as much as it takes to get the full picture.
Facts and information give both the confidence and the
courage to make a purchase.
So I suspect that far too many writers are stingy with
their information because they are afraid of producing
copy, which they think may be 'too long'. They believe that
long copy will bore their readers. This is far from the
truth.
If you can take it one step further try to paint a picture
that the reader will envision if they buy your product.
The art of writing a great sales message is getting the
prospect to visualize what you talking about while keeping
them interested enough to want to read on. If you get the
prospect to visualize as I mentioned earlier it creates a
harmonious bond with you that they can relate to. They then
can see their desired outcome through the benefit of your
product or service.
If you can achieve this the reader will be well on their
way to making a purchase. The constant use of the hidden
benefit will reinforce the need for the reader to take
action and that after all is what you are intending to do
with your copy, "take action".
The final point I would like to make on this subject is the
order process. Ask for the order. Do not assume that the
reader knows how to navigate your website to the order
form.
Point it out and show it to them. Take them by the hand if
you must, but please do not be afraid to ask for the order.
Asking and showing the order form can increase your sales
dramatically.
When you do this back it up again by your 100% guarantee
showing them they have nothing to loose by buying your
product and everything to gain. Make the reader comfortable
with you and your product and show them you have nothing to
hide and have their best interests at heart. By offering a
good guarantee it will inspire confidence and trust. Then
re-state your offer and direct them to the order form
again. Ask for the order at least 3 times.
About
The Author
Abe Cherian is the founder of Multiple Stream Media,
a company that helps online businesses find new
prospects and clients, who are anxious to grow
their business fast, and without spending a fortune
in marketing and advertising.
www.multiplestreammktg.com
Web's #1 business automaton and list management
service. www.imediatools.com
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