Long Copy Sucks And Other Heresies

Long Copy Sucks And Other Heresies

Shorter advertising copy was more successful an average of than long copy.

Needless to say that's heresy. Many, several popular copywriters swear by long copy. However the analysis was valid and it is a fact known profitable web sites had shorter copy than known less profitable sites...

I recently finished a massive study of profitable and unprofitable web sites. The common amount of the successful site's sales letter was 1.8 pages. The common length of the unprofitable site's sales letter was 2 pages source.

Faster ad copy was more profitable on average than long copy.

Obviously that is heresy. Many, many famous copywriters claim by long content. However the analysis was appropriate and it's an undeniable fact known an average of profitable sites had faster copy than known less profitable sites.

I then remembered that I'd done a similar study long ago in June 2002. That study wasnt centered on profitability, but it was comparing amount of  content to a motion in that case, a press. The smaller the text (the clickable text), the larger the click-thru rate... An average of how to become a copywriter review.

However, I had a determination to make. Could my own advice be followed by me? I seriously considered the hours that I had spent coming up with 10-13 pages of revenue letter for the three products I recently introduced. I thought about the hours I spent in Glyphius perfecting all the lots of  paragraphs. Could those sales letters be really just hacked up by me based on both of these studies?

I understood that I wasnt quite a believer yet. Before I was prepared to crack up my own personal sales letters some backup data was needed by me. I thought that the majority of you would also need some reeassurance that the analysis was, actually, legitimate that I hadnt see the figures  backwards or something, since the results were so heretical.

Then it came to me. Without spending the hours I frequently do for one of the studies, I looked at a solution to verify it with another dataset high quality  copywriting courses.

Clickbank has just this type of dataset! They know the profitability of the sites in their system and they demonstrate to them (generally and not  completely documented) in that order in industry.

I instantly went to check it out. I used the Money & Employment category first because it can also be probably the most successful category in the Clickbank market. I went along to all the first 10 websites and did a Print Preview and shoved the page count in to a spreadsheet. At the end, I graphed these 10 data points and then superimposed a linear point on the graph.

The original study data was confirmed. As we went down the number in order of diminishing productivity, we also increased in amount of  pages of sales copy typically.

Then I quickly went to the Marketing & Advertisements group. This is actually the class that numerous of us who often sell to one  another (the incestuous market) use. I repeated the study once again. The same linear slope was shown by the graph.

OK; I was convinced. I went over and hacked away at my Glyphius.com sales letter. I obtained it right down to a little significantly less than three pages from its old 13 pages. I read it. I was happy with the result. It tells what is being provided and allows them order it. It isnt repetitive. It doesnt hide the purchase price until later in the sales letter. Its the type of page I prefer to order from myself.

How did we enter this mess of believing the copywriting gurus about long backup? Its really a thing to be teaching since I view it in  retrospect.

My most successful ad content happens to be short no exceptions. When 911 struck, I put up a typical page for Gas Masks cruddy thing is known pretty by  me to do I feel bad today). Gas masks were sold 340 by me in a 24 hour time  frame. Did a long sales letter be written by me? No; I set up a picture,  said Gas Mask: $235a and had an order link.

Last year when I bought my Jaguar, did I write a page sales letter? No; I put an ad in the report having said that 2005 Jaguar, 10,000 miles, premo issue, $53,000 and included a phone number (not the real details).

this past year When I bought a house the entire ad copy was much less than a page.

The advertising copy was only a slightly oversized post card, when I offered seats to a $10,000/seat two day seminar.

Why do we think we must certanly be writing a book to offer a $20 e-book? Who started that rumor? Has he been adequately flogged yet? Exactly what a waste of time. I wonder how many ebooks have sales letters which can be longer compared to e-book itself.

From now on... I'm perhaps not concerned about along the sales letter. I'll let them obtain it, give the assurance, show a customer  review and only tell about the solution. If the common successful sales letter is 1.8 pages long... and the average profitable sales letter is shorter compared to average unprofitable sales letter... That is good  enough for me personally.