You know what I was told when I sent my first ever mailing to the printer?

"Who will read all that stuff? You've got way too much copy here. No one's gonna read it all. You should trim it down to one page. No one has time nowadays to read all that!"

"And other useless, and WRONG marketing advice!"

But you know what?

I told the printer that I was the guy writing the check, and that I knew exactly how to market my mortgage company! I told him to "print the thing, and call me when it's done!"

That first sales letter I wrote was 6,500 words, and most of it was in 6 point Arial!

And you know what? Not only did it get read, but it made a lot of money. That first mailing cost me $5,000 to mail, and it returned to me 15 times that amount!$75,000.00 in less than 60 days!

Oh by the way, I made sure my printer heard all about every check I got too!

I had borrowers calling me up saying that they read the whole thing, all 7 pages, in 6 point Arial, as many as 3 times! It must have taken them a couple hours to have done so!

Some of these people weren't real big readers either!

Know what I mean?

I'm talking about Ma and Pa Kettle types. Al Bundy's and Homer Simpson's!

Long Copy Doesn't Sell

Most people think long copy doesn't sell, and they're dead wrong! Boring copy doesn't sell.

I guess the best ever long copy sales letter ever written would have to be The Holy Bible. I don't care what your religious beliefs are, but if long copy doesn't sell, how come there are so many people following Jesus 2,000 years later?

Sales is sales. Whether you're selling a religion, or a sub-prime refinance. You'd better not bore them, and you'd better tell your whole "sales story!"