SUBJECT: Lesson #6 - Long Copy Sells

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This may seem like a contradiction given the previous advice to
keep things simple and direct, but different briefs call for
different tactics and varying amounts of content. 

Products or services that are expensive will not be easily sold
with a 100-word pitch. Equally, it may take more effort to
explain the benefits of certain tech-based products or to create
an adequate level of credibility, especially when it’s something
that naturally breeds skepticism. Weight-loss programs would
fall into this category. 

Providing you’ve managed to initially hook the audience with a
strong headline and an attractive offer, long copy may be the
order of the day. This approach can be seen in web copy where a
long pitch is interspersed by numerous clickable “Buy” buttons.
The copy continues beyond each button as it adds more and more
reasons why the person reading should respond positively. These
are often a reiteration of points already made, or perhaps more
personal testimonials. 

Copy of this kind can carry on for many pages, and you should
not think that this repetition is overkill. People who are
interested will continue reading as they slowly convince
themselves that their parting with money is justified. It is a
clever way of trying to pre-empt that fateful buyer’s remorse. A
purchase based on a gut reaction may be quickly cancelled. The
longer a customer takes to arrive at a decision to buy, the
happier they will be that all the salient points have been
addressed, and their objections overcome. 

To Your Success,
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