Sales Copy: Long vs. Short

Salescopy is the most important part of your web site. If your copy’s effectiveness is maximized, you’ll see your profits soar even if your traffic doesn’t substantially increase.

Remember, your web site should be thought of as a commissioned salesperson. If a salesperson has a compelling message, sales will be through the roof. Unfortunately, most web sites lack that compelling message. Those sites are like a salesperson who rings your doorbell, holds up a shoe and says, “It’s blue” — no matter what question you ask.

Long copy vs. short

Use long copy if:
- You sell one product or service with few, if any, variations

Use short copy if:
- You sell a variety of products or services

Anatomy of a sales letter

1. USP (unique selling proposition)
2. Headline and sub-headline
3. Establish credibility
4. Benefits, not features
5. Transfer ownership of the problem (understand their pain)
6. Risk reversal
7. Free bonus items
8. Create a sense of urgency and encourage immediate sales
9. Ask for order
10. Make it easy for customer to contact you.

How long is too long?

There’s no concrete answer, but one very successful site I know of has a 55-page sales letter (when printed — they display it all on a single web page!)