Webmaster Forum

Sponsored Reviews   1,000 Directory Submissions   V7N Directory
Go Back   Webmaster Forum > Marketing Forums > Marketing Forum
Register FAQ Members List Calendar Search Today's Posts Mark Forums Read

Marketing Forum Marketing, branding and advertising discussions. Online and off-line marketing discussions.

Reply
 
LinkBack Thread Tools Display Modes
Old 11-19-2004, 06:07 AM   #1 (permalink)
Inactive
 
Join Date: 11-17-04
Posts: 18
iTrader: 0 / 0%
Latest Blog:
None

newsguy is liked by many
Long sales copy versus short sales copy.

I am a believer in long sales copy. The long sales copy I've used on my site has worked much better at converting visitors than the short sales copy. But then I have a higher ticket sales item ($99).

I'm starting to see, though, sales copy that goes beyond the description "long"--ENORMOUS would be a better world, or NEVER-ENDING.

Honestly, I -never- read all of that copy and almost always get bored and leave the site.

Does this super-ultra-long copy work for anybody?
newsguy is offline  
Add Post to del.icio.us
Reply With Quote
Sponsored Links
SEO Hosting by HostGator  Advertise Here  Buy Blog Links
Old 11-19-2004, 07:53 AM   #2 (permalink)
Inactive
 
Join Date: 05-19-04
Posts: 49
iTrader: 0 / 0%
Latest Blog:
None

LocalMarketingGuy is liked by many
As a consumer and a marketer, no. But to each his own, every industry and product is different. For example, *some* higher ticket items, commiting programs, seminars, and especially fundraisers ect.. they pride themselves on copy, testimonials and not leaving any guess work to the consumer. How long are we talking here? 1 page? two pages? a paragraph? there is a such thing as too long.
LocalMarketingGuy is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-19-2004, 08:15 AM   #3 (permalink)
v7n Mentor
 
gorillaboy's Avatar
 
Join Date: 11-01-04
Location: USA! USA! USA!
Posts: 2,853
iTrader: 0 / 0%
Latest Blog:
None

gorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to behold
We've tested long, medium and short.

For "products", medium lenghth copy (around 600 characters) or so works best (for us). It's very important to include bullet points or specs as well. Some people will skip the copy and look for the technical aspects or features.
(We sell items that range from $2.00 - $10,000. The average item is about $65)

For "programs", (something you want people to sign up for), the long (ultra-long) copy works best for us. We offer a newsletter customization program. We have over three pages of text explaining the program. Of the people that look at this area of the site, 47% click all the way through to the last page. And of those people, 14% actually sign up and pay for the program. I think that's pretty good. It's a $600 - $1,000 enrollment fee. Overall, we have an 8% conversion rate for this program.

One thing to remember; when you're using long copy be sure to ask for the order many times. Explicitly ask them to buy the product in places throughout the article.
gorillaboy is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-19-2004, 08:22 AM   #4 (permalink)
v7n Mentor
 
imaginemn's Avatar
 
Join Date: 02-18-04
Location: Minneapolis, Minnesota
Posts: 1,941
iTrader: 0 / 0%
imaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to allimaginemn is a name known to all
Send a message via MSN to imaginemn Send a message via Yahoo to imaginemn Send a message via Skype™ to imaginemn
It really depends on the media on where you sales copy will be. If it's a magazine, newspaper, flyer then long copy usually can work to your advantage. If it's email, ads, promos then a short teaser with a reference where to get more information works best.

I get several requests by my clients to send out monthly email newsletters. Before we used to send a "long copy" email and most people would ignore the emails. But now we send out a "short teaser" email that just highlights the offer with a link to the "long copy/details" of the offer and we have seen a much higher return.

The way I see it is that YES it's an extra step to get to the REAL information BUT those people clicking to the EXTRA step are much more willing to buy than those who don't. Not only that it help ME as the "marketing firm" to give my clients some additional information like.

We sent out 1000 emails. 50 of them clicked on the more info and only 1 bought. What went wrong? Do you see where I'm going with this?

imaginemn
__________________
Imagine Creative Services
Design : Marketing : Multimedia : More
imaginemn is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-19-2004, 09:20 AM   #5 (permalink)
v7n Mentor
 
gorillaboy's Avatar
 
Join Date: 11-01-04
Location: USA! USA! USA!
Posts: 2,853
iTrader: 0 / 0%
Latest Blog:
None

gorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to beholdgorillaboy is a splendid one to behold
Good points imaginemn.

In my post, I was referring to web site copy. Specifically product and program descriptions.
gorillaboy is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-19-2004, 04:25 PM   #6 (permalink)
Inactive
 
younghistorians's Avatar
 
Join Date: 10-13-03
Location: USA
Posts: 1,340
iTrader: 0 / 0%
Latest Blog:
None

younghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really niceyounghistorians is just really nice
SvN Discussion
younghistorians is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-26-2004, 05:14 AM   #7 (permalink)
Inactive
 
Join Date: 10-16-03
Location: Omnipresent
Posts: 104
iTrader: 0 / 0%
Latest Blog:
None

WordArtist is on the right pathWordArtist is on the right pathWordArtist is on the right path
Send a message via Yahoo to WordArtist
I'm lover of short copy. Small sentences. Sharp words.
WordArtist is offline  
Add Post to del.icio.us
Reply With Quote
Old 11-26-2004, 07:38 AM   #8 (permalink)
v7n Mentor
 
Johan007's Avatar
 
Join Date: 10-15-03
Posts: 1,932
iTrader: 0 / 0%
Latest Blog:
None

Johan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to allJohan007 is a name known to all
It depends on the product. For an e-shop with lots of products then its not length that matters but giving the person as much relevant information as possible about a product in a quick to use way. I like detailed tables so I know just what I am getting without reading loads of text. Just check out comet: http://www.comet.co.uk/comet/html/cache/320_220884.html

However for 1 product websites then you need titled paragraphs and/or bullet points eg: http://www.mozilla.org/products/firefox/ or http://www.basecamphq.com/
__________________
work: Read Movie Review at www.FutureMovies.co.uk
personal: my blog

Last edited by Johan007 : 11-26-2004 at 07:44 AM.
Johan007 is offline  
Add Post to del.icio.us
Reply With Quote
Old 12-02-2004, 05:32 PM   #9 (permalink)
Inactive
 
Join Date: 04-02-04
Location: USA
Posts: 4
iTrader: 0 / 0%
Latest Blog:
None

Raydal is liked by many
There is no such thing as long copy only boring copy.

Ever seen the 800 page books that some Harry Potter
fans read? Why? Because it interest them. If you
make your writing interesting and the prospect is
interested in the product they cannot have too much
information about this product.

Normally higher prices items (requiring bigger commitment)
will require longer copy. Smaller price items will take
shorter copy as a rule of thumb.

Just think about it. You'll want to know more about
a house you're about to purchase than a bicycle.

99% of marketing tests show that long copy will
ouptull short copy everytime. This is especially
true when you give as many bulleted points as
possible.

Even a reader doesn't read all the letter the long
leeter gives the impression that this product has
a lot of benefit. That's why you should list every
benefit possible, even the obvious ones.

King Regards,

Ray Edwards
"the gets results copywriter!"
http://www.webcopy-writing.com
Raydal is offline  
Add Post to del.icio.us
Reply With Quote
Old 12-02-2004, 10:09 PM   #10 (permalink)
Inactive
 
Join Date: 12-01-04
Location: San Francisco Bay Area -Northern CA
Posts: 13
iTrader: 0 / 0%
Latest Blog:
None

smrtmny2 is liked by many
copy length

I love to read and I love to be sold. If the copy is well written, and I'm interested in the product, I'll read it all the way through. Sometimes if it's particularly well done, I'll just skip to the end and buy. Most of the time, I like to read it all and observe what makes it good.

If it's boring or repetitive, I'm out of there. I usually save a copy of the sales text that makes me buy, in a special folder. When I go to write copy, I'll study these successful letters and try to use some of the same techniques.

Linux web hosting
smrtmny2 is offline  
Add Post to del.icio.us
Reply With Quote
Go Back   Webmaster Forum > Marketing Forums > Marketing Forum

Reply



Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

vB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On

Similar Threads
Thread Thread Starter Forum Replies Last Post
What Inspires you to write Great Sales Copy? David_ Bowie Marketing Forum 1 03-20-2008 08:02 AM
75 Powerful Question Starters To Juice Up Your Sales Copy! moniquebriand Marketing Forum 3 08-08-2007 05:48 AM
I need help with sales copy ezniche Webmaster Revenue 2 03-30-2006 11:07 AM
Please help me improve my sales copy orbitsys Marketing Forum 0 05-21-2004 09:29 AM


Sponsor Links
Get exposure! Get exposure! Find Scripts Web Hosting Directory Get exposure! SEO Blog


All times are GMT -7. The time now is 06:39 PM.
© Copyright 2008 V7 Inc