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Who should you write for?

Copyright ? 2006

Do you really think that somebody who is in the grips of

making a decision about a major purchase, with all the

emotional turmoil and all the question and uncertainty they

have, with all the stress and anxiety over spending, do you

really think that your one-page flyer that says, "We care,"

is going to interest that prospect enough to want to do

business with you, as opposed to the ten million other

businesses in their area?

See, they want to understand what's going on. They want to

understand why you're the one who can help them. And, as

long as it takes to do that - is as long as it takes!

Are your prospective clients any different from you? Do you

really think that for big decisions about major purchases

or investments, they want some short, sweet thing? No. What

they want is someone they can trust. In order to develop a

trust, you have to make an emotional connection with them -

to the heart.

In order to make that connection, you have to talk to them

in a way they understand; in a way that makes them feel

that you have empathy and that you can solve their problems

or give them the best product or service. All that can not

be done in one page!

I don't have a rigid answer for how long the copy should

be. In ads and postcards, you're limited by size, so you

don't have as much room. Sometimes it's very difficult to

cut copy down to make it fit on one page. I know! But, when

it comes to sales letters, you have as much room as it

takes. I promise you - people will read it if they are

interested. So, write for interested people.

You cannot trick people who are not interested into

becoming interested. And people who are interested want to

know everything before deciding who they're going to do

business with.

So, again, who should you write for? The majority of the

people who aren't interested, and try to trick them into

becoming interested? Or, for people who are interested, who

want as much information as they possibly can have before

they make a decision? Or, at least, for people curious

enough to want to know more and to respond to you?

When you think about it this way, it makes a lot of sense.

If you were a sales person, you'd go nuts if your boss told

you that you only had one minute to close a sale. You

should go just as nuts if somebody says your copy should be

"short and sweet."

See, we're not fans of long copy because we're fans of long

copy. If we could market to people in one page, we'd do it.

It's cheaper and easier to do. Unfortunately, though, what

marketers "like" has nothing to do with what prospects love!

Keep in mind that the best marketing is marketing that

works! Not marketing that fits into a certain size

envelope, or that has lots of white space or whatever.

The only issue is what works. And if it takes long copy to

make it work, then that's what you write because you are

interested only in finding out what works.

Now, if you test something, and it works in one page, more

power to you! Because I'm not saying you should always do

things one way or another.

No. What I'm saying is that you should, always do what

works. And if you can make something work in one page,

GREAT! BUT, I am going to tell you that, in most cases,

what usually works is longer copy.

So, don't leave this secret with a predetermined notion on

exactly how long something should be. The only way to

really know is through testing.

You should know, though, that going "as long as it takes"

may move you out of your comfort zone when you first get

started.

Try to have faith in what I'm talking about. It makes

sense, and it's right. Not because I say so, but because

it's been proven through years of testing. Long copy

outpulls short copy if it is interesting and relevant to

the reader, and it tells the whole story.

When you start getting customers responding to you because

of the long copy that you are using, you'll quickly give up

your preconceived notions about "short and sweet."