Long Copy versus Short Copy

When I show some people my advertisements, I sometimes get the feedback: "I'd never read that. There's too much writing. It needs to be simpler, and cleaner."

But when the ads run? they invariably work.

Here's why?

Imagine you were stranded on a desert island? and the man upstairs came down to speak with you. And said?

Due to unforeseen circumstances there's no way you will ever get off this island. However, I'll give you everything you need to survive. Beautiful, tasty, natural foods? plenty of water? great weather?

But there's one catch. You will be the only human alive on this island, apart from a partner you may choose from these 500 letters.

Now imagine when you opened up the letters what would you be looking for. Remember, this is the only person you're going to be spending the rest of your life with.

Would you be happy with something like: Hi, I'm Susan. I've got black hair, brown eyes, and I like to party. I'm lots of fun, and people say I'm pretty.

Would you choose Susan? Or would you want to know EVERYTHING about this person including their personality, what they look for, their values, what they look like (perhaps a photo) what they enjoy, whether they have a criminal record, how old they are, how healthy they are and much, much, much more?

Bottom line is? if you're making a decision of such importance, you're going to want to know every damned thing about them. In a nutshell? you're going to want?

LONG COPY (which is detailed, covers any concerns you may have and appeals to what you want)

And it's the same with 99% of products. You've got to tell people your full story if you want to convert them into customers.

Want proof? Look at mail order advertisements. They are measured every time they run... and in many cases appear year after year. If they don't work they get rid of them. What sort of copy do they use?

LONG COPY

Listen, when you advertise, you are like a salesperson's in a busy man's office. He may have tried over and over to organise a meeting. He may never be admitted again. This is the one opportunity to get a result, and he must employ it to the full.

LONG COPY does work better than short copy. But don't take my word for it. Test one ad or sales letter against the other? and see for yourself.

Warmly,

Scott Bywater Copywriting That SELLS,
Level 12 / 418a Elizabeth Street Surry Hills, NSW, Australia 1300 88 21 91 / + 61 2 9282 6445

Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them... visit his web site at http://www.copywritingthatsells.com.au

---

Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...

In this article, I am going to reveal a dozen words, which could change your life. Why? Because Yale University researches have identified the 12 most powerful... Read More

How to Write Profitable Ads

Regardless of how you look at it, the most important aspect ofany successful business is its advertising. In fact,the success of any business is largely dependent on... Read More

How To Ethically Use A Swipe File For Your Ad Copy

Did you ever wish you could afford to hire one of those professional copy writers who charge $5000 or more to write a simple sales letter? Or... Read More

Your USP is Useless

One of the keys to writing good marketing copy is to differentiate your product or service from the competition with an effective selling point. And it is... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. The craft that goes... Read More

Writing Online In Two Syllables or Less

About once a month I fly off somewhere to give a one-day workshop on writing for the web. For part of the day, I invite the group... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities between writing direct mail packages and writing web sites. In short, I concluded that as online writers... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest on the eve of the Full Moon to find a gypsy, psychic or "intuitive" as many now... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them... Read More

Four Things Every Web Site Headline Must Do

As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site... Read More

Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars!

Subhead..How to bundle for valuable results without devaluing your productI almost clicked. Really, I did.The ad copy was compelling, the content focused. This was exactly what I... Read More

Write Benefits in Your Headlines to Deliver the Dream!

When you create headlines, do you put benefits into your headlines to deliver the dream? Do you create headlines that draw your reader deeper into the rest... Read More

How to Write Carrot-Wielding Copy!

A significant reason behind websites that fail is the lack of an effective direct response sales message. Such a message is comprised of three elements (it must... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times as many people read the headline than they do the body copy in a sales message. This... Read More

A Writers Secrets

Every person has secrets that only he or she knows, secrets that are not shared with anyone, not even the most intimate friends, partners, even soul mates.... Read More

Copywriting FAQs

One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your... Read More

7 Essential Tips for Reviewing and Approving Copy

Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.How can... Read More

Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences

Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the... Read More

Stop Chasing Away Customers! Bad Copy is Your Worst Enemy

Every day, more and more of us begin new online business ventures, hoping to make a better living or just a little extra on the side. And... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are.Use subheads to draw attention to your copy... Read More

How to Build Benefits from Features Fast and Easy with the Solution Approach

Every salesperson and fledgling copywriter hears the harangue: DON'T SELL the FEATURES of a product ? SELL the BENEFITS those features bring!!!The concept's important but it confuses... Read More

Dissolving Buyer Scepticisim ... A Lesson In Copywriting

When making a purchasing decision, people have their "rip off radars" on high beam. They're wary and so they should be -- after all, they're about to... Read More

Copywriting: Drafting Rules for Professionals

As a professional contractor who wears many hats, you owe it to yourself and your clients to be as organized as possible. In a previous article, I... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the children's bookshelf.Dr. Seuss has entertained young (and old) audiences for nearly 50 years with titles such as... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and your business, reach a motivated audience, develop a far-flung network, hone your presentation skills -- and get... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press release into $2,000 to carry out an entire PR campaign simply by convincing clients to invest in... Read More