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Member You - Follow the Long Yellow Copy: Do Long Scrolling Sales Letters Work?
I'm naturally shy. Not wallflower shy - I'm not afraid to speak in public and I was even a cheerleader in high school, but shy as in... socially uncomfortable. Small talk is a foreign language to me. I've faked more than one twisted ankle to get out of attending a wedding or baby shower, and in college, I was placed on "social probation" by my sorority because I didn't attend enough parties.So in 1996, I made the obvious career choice and entered the world of real estate sales. Funny, huh? No, actually, I did it because, like many other budding real estate moguls, I planned to buy and sell my own properties a
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, b
A few weeks ago, after consultations with others in an association I represent, I made a partnership pitch to another organization with similar interests. If the idea comes to fruition, it will radically change our organization.So, you can imagine my impatience when I didn't hear back from the person to whom I'd made the proposal. She had welcomed the idea, but a decision would be made by a council within her organization.Given the dynamics of an important decision about the future of their organization, I didn't expect a quick decision. But, I would have liked at least a phone call saying the council
As you read a long, scrolling sales pitch do you read it and make the buy? Read it and lose interest? Click away? Skim it and do nothing?
Welcome to salesmanship in print.
Why long copy works
Web-Source's Shelley Lowery says, "It is a proven fact that long sales copy out-sells short sales copy. However, some visitors do prefer a short sales letter. You can provide your visitors with both. For those who prefer a short sales letter, provide opportunities to click through to your order page prior to ending your sales letter."
Article after article on long sales copy state studies have indicated they work and there are proven results. Yet, no statistics can be found, although several companies have tested various campaigns and have reported that long sales copy comes out ahead. Nick Usborne of Excess Voice has posted results of an informal survey where he asks, "Do long, scrolling pitches really work?"
- 19 percent - I don't believe that people fall for long, scrolling sales pitches
- 75 percent - I'd never want to write that stuff myself, but I know it sells
- 6 percent - I've written those long sales pitches, and made some big bucks
- You can never provide too many details on the value the product provides (the more you tell, the more you sell)
- They appeal to the reader by using "feelings"
- They tell the whole story
- They clearly state the benefits
Michael Fortin's article on the eight-step formula for writing long copy is frequently referenced by business people. He sums successful long copy in three steps:
- Market
- Objectives
- Results
Successful long copy has an objective in mind: to sell. It urges the reader to do something immediately, and drives results based on the target market and the objective. To develop the most compelling copy, Copywriters write multiple letters and test them with the market to see how well each does and to verify the copy isn't hypey, unbelievable or a scam. The key is to let the audience drive the approach.
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, bu
Networking can be the single most successful job hunting strategy that you’ll use in your search for a position, whether it’s a new role in your present company or a job with a new employer. Networking is one of those words that have a frightening reputation. Everyone knows that it means – though most people can’t do more than give you a few specific examples of what it really is.In a nutshell, networking is no more or no less than marketing yourself and your skills. When you’re selling a product, you find as many ways to expose it to its potential market as possible. When your product is your skills and your
Article after article on long sales copy state studies have indicated they work and there are proven results. Yet, no statistics can be found, although several companies have tested various campaigns and have reported that long sales copy comes out ahead. Nick Usborne of Excess Voice has posted results of an informal survey where he asks, "Do long, scrolling pitches really work?"
- 19 percent - I don't believe that people fall for long, scrolling sales pitches
- 75 percent - I'd never want to write that stuff myself, but I know it sells
- 6 percent - I've written those long sales pitches, and made some big bucks
- You can never provide too many details on the value the product provides (the more you tell, the more you sell)
- They appeal to the reader by using "feelings"
- They tell the whole story
- They clearly state the benefits
Michael Fortin's article on the eight-step formula for writing long copy is frequently referenced by business people. He sums successful long copy in three steps:
- Market
- Objectives
- Results
Successful long copy has an objective in mind: to sell. It urges the reader to do something immediately, and drives results based on the target market and the objective. To develop the most compelling copy, Copywriters write multiple letters and test them with the market to see how well each does and to verify the copy isn't hypey, unbelievable or a scam. The key is to let the audience drive the approach.
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, b
When someone receives something of value for free, trust and good feeling naturally arise. Giving away a free item or service are very effective marketing strategies. They will acquaint a new person with your product and company plus can be a non-agressive means to re-contact former customers or clients.Whether you work off-line or online, are in private practice, part of a mlm or are employed by a corporation, giving away freebies works to increase business and distinguish you from your colleagues.For many people, there is a lot of discouragement due to getting minimal results by placing ads ra
- You can never provide too many details on the value the product provides (the more you tell, the more you sell)
- They appeal to the reader by using "feelings"
- They tell the whole story
- They clearly state the benefits
Michael Fortin's article on the eight-step formula for writing long copy is frequently referenced by business people. He sums successful long copy in three steps:
- Market
- Objectives
- Results
Successful long copy has an objective in mind: to sell. It urges the reader to do something immediately, and drives results based on the target market and the objective. To develop the most compelling copy, Copywriters write multiple letters and test them with the market to see how well each does and to verify the copy isn't hypey, unbelievable or a scam. The key is to let the audience drive the approach.
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, b
Yesterday, I went to market to buy some coconuts. Unfortunately I didn’t had any money with me, but I had a bagful of bananas so I thought of paying using good old barter system.I went to a grocery store and asked shopkeeper to give me one kg coconuts, and according to exchange rate printed on board I had to pay ten kgs of bananas for one kg of coconut.The shopkeeper weighed coconut and gave it to me. I gave him bagful of bananas to weigh and take his share in that. To my amazement, the shopkeeper started to remove cover of banana and he weighed only eatable part of banana to keep for him.I prot
- Market
- Objectives
- Results
Successful long copy has an objective in mind: to sell. It urges the reader to do something immediately, and drives results based on the target market and the objective. To develop the most compelling copy, Copywriters write multiple letters and test them with the market to see how well each does and to verify the copy isn't hypey, unbelievable or a scam. The key is to let the audience drive the approach.
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, b
Malcolm S. Forbes spoke directly to the entrepreneurial heart when he stated, "The biggest mistake people make in life is not making a living at doing what they most enjoy." A passionate commitment to pursue one's interests builds the foundation of so many small businesses. No matter how resolute business owners are in achieving success, Forbes and many entrepreneurs have failed to realize that passion alone will not produce a thriving company. Many have turned to the Internet and e-businesses as their first step towards independence.The Internet has matured since the 1990's. It has grown and evolved in
Writers of long copy don't write anything and everything that comes to mind. Even Fortin says, "Make your case, tell your story and provide as much information as is needed to make the sale ... and not one word more." Even long copy can be too long.
If you want to get long copy in front of an email newsletter audience, it's best to send it in a separate special mailing or include a paragraph in the newsletter with a link to the copy's Web page.
Scrolling down the road
In the past, vertical scrolling has been a no-no, but that has changed with increasing screen resolutions, faster Internet connections and users becoming comfortable with the mouse or keyboard for scrolling. Horizontal (left and right) scrolling remains a bad thing and many recommend avoiding it.
The scrolling problem has decreased in the last few years. Jakob Nielsen, Web design usability expert, reports: "90 percent of users used to not scroll navigation pages; instead, they simply picked from the visible options. This has changed since most Web users now know that pages scroll and that important links sometimes are not visible 'above the fold.' Even so, the visible options still dominate and users sometimes overlook alternatives lower down the page."
Nielsen, however, says to minimize scrolling, especially no more than three pages' worth. Obviously, long copy works harder to entice readers to scroll below the fold for more information.
Getting and holding their attention
Businesses have experienced higher conversion rates from using long sales copy. People read all the way through it or at least enough to make the buy. That’s why we see long copy in many Web sites.
Just remember that each person has different tastes, experiences and preferences. Some moviegoers walk out before the end of the movie because they've lost interest, while the rest stay put for the entire show. It's up to you to clearly write your sales pitch in a way that gets and holds the attention of those who will stay with you till the end.
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