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The Importance of writing long Sales Letters

Copyright ? 2006

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

salesletters 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 salesletter?

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.