| (And notice I
highlighted the word ‘interesting’ because
if your sales copy is boring nothing will keep
the reader glued to it - no matter how short it
is.) Why is the long
sales letter more effective?
A long and exciting
sales letter keeps your prospects glued to your
page from beginning to end, it focuses them on
your words, words that will produce a strong
feeling of companionship with you and make them
want to take your desired action which is to buy
your product.
The concept of
companionship is very important and is something
you should keep in your mind whenever you write
a sales letter.
You have to
identify with your prospects and really get to
know their wants and desires. Your words must
tell them that you understand where they are
coming from and what their problems are, they
let your prospects know that you genuinely feel
for them.
This will build
up a strong sense of security and trust with
them, your prospects will believe you can help
them in their need and eagerly await the
solution you have to their problems.
For this very
same reason you have to address your letter to
one person and talk to him/her as you would a
cherished friend. - I have a post it note with
these words written out in capitals, glued to
the top of my monitor to remind me!
Once you have gained
a prospects trust they will eagerly become a
customer and await further recommendations from
you.
Trusting
customer
This is where
you start to make real money - by ‘back
selling’. Trusting customers will eagerly buy
products that you recommend and you may be lucky
to develop such good relationships with your
customers that they buy on your word alone.
This puts a big
responsibility on your shoulders - trust is the
key issue and never to be undervalued.
So, whatever
you sell ensure it is of a genuinely high
standard and that you’ve tried it out yourself
before offering it to your client.
Let me
reiterate - The more relevant interesting
copy you write, the better.
Yes, some
people will say they do not like to read a long
sales letter. When that happens, you know that
they are NOT going to be your customer.
Also, they
probably would not have the patience with your
product or service, either which often leads to
increased requests for refunds.
Is this the
type of customer you want?
No. So use the
longer copy as a qualification step for your
prospects - you want to build up a customer base
of highly targeted clients who will buy
at your recommendation because of the trust
you’ve built up with them.
In other
words...
Use your
sales copy to weed out the ‘rubbish' |