Although many people hate long sales letters, it still is the best way to get better results. A longer sales letter has a higher perceived value. When visitors show up at your site and see a short letter, it may not be as convincing.



Think of it as you would a sales presentation offline. If you are standing in front of someone trying to sell them something, you may need to talk with that person for a while.

People are different. Some people you can sell quickly. Others, may take longer. People have questions and may want more answers before they depart with their hard earned cash.

If it only takes two minutes to close that person you are trying to sell, then great! It was an easy sale. However, others may require more attention. Others might be a harder sale.

With copywriting, the same thing applies. Copywriting is selling through words, psychology and other urgency or emotional factors.

To write a compelling sales letter, you have to have your visitors in mind. And, your visitors may not necessarily be just like you. So, some visitors may not require all the information in order to make a purchase.

Some visitors may simply read the headline, the first couple chapters… then scroll down reading the sub-headlines and then click “buy”. Others will read every word on the page and still ponder whether to buy or not.

People are different. With a long sales letter, you are appealing to both types of people. If someone is going to give you their money for your product, then your sales copy must convince them to do so.

This is why copywriting is such a critical part of your online business. It's perhaps THE MOST important part of your business. If you look at the most successful infoproducts online, 9 out of 10 times it was launched with a long sales letter.

Do what the already successful people do. They are already successful. Why re-invent the wheel? Just model what already successful people do. It's the quickest way to success.

I have many clients who pay me big money for my copywriting services. Do you think they will be upset if I send them a short page? Yes! They want their money's worth. They want a compelling sales letter. They want a talented copywriter who can write compelling copy.

Sales letters are critical and the top marketers know that.

Long sales letters cover most of the objections, create a buying emotion within the reader and close the visitor into buying now.

Short sales letters are good for name captures and lead generation. Long sales copy is for solid products and real businesses.

Eric Louviere