Who’s going to read all that copy?

Ever since my first-ever marketing job, I’ve heard an endless debate over using long-form copy versus short-form copy.

Everyone acts like you shouldn’t dare use long-form copy because people won’t read it all because they have such short attention spans.

That was my first big mistake writing copy.

The first sales letter I co-wrote was simple. It was only 2 pages, and it was mailed, faxed and emailed. We were selling advertising opportunities and sent it to a cold list, but the order results were huge. We got dozens of orders.

But I kept making our sales letters shorter and shorter. I had the mindset that business owners were all busy people.

Instead of 2 pages, I reduced it to 1 page. Instead of just having a plain company letterhead up top, I added a suped-up photoshopped banner that was nice and slick with a high resolution stock photo.

As you can predict, our new orders declined. We were able to retain our book of business, but we weren’t as happy as when we had new orders were rolling in.

I’m not a huge Gary Vee fan, but he’s got one quote that I agree with:

“If they made a 9-Hour Star Wars movie, I would totally watch all of it just because it’s Star Wars.

When you write a longer sales letter, you have more opportunities to make a sale. You also have more time:

  • To tell amazing stories
  • To explain more customer benefits
  • To answer more objections
  • To include more testimonials
  • To give more reasons to not miss out

Just think of all the time people invest:

  • They’ll binge-watch an entire season of Ozark the weekend it comes out
  • They’ll scroll on Facebook and Instagram, and once they’re at the bottom, they’ll keep refreshing for more out of boredom
  • They’ll watch hours of videos on TikTok, so much so that there’s now a clip that suggests viewers take a break
  • Not only will they sit through all 3 hours of  Avengers: Endgame at the movies, they’ll buy tickets to see it again
  • They’ll listen to hours worth of podcasts, and when they’re done they’ll ask their friends what they’re listening to
  • If a new Harry Potter book came out, they’ll stay up 24 hours and read until that book until the end

If you have a killer sales letter with great content, and you don’t think people will watch it, think again.

John

Write emails that don’t get ignored with my guide: Email List Loyalty