First off, what exactly is a long copy sales letter? Those are those web site pages where you scroll down and down for like forever trying to find the price and asking yourself “who reads these things anyway?”
Yeah. Those are the ones.
The short answer is yes, those long copy sales letter do in fact, make sales, even if you personally find them annoying.
And there are a few reasons why they work.
First, people need information to make a decision on whether or not they’re going to purchase something. A sales letter gives them that information. They need to get clear on what it is they’re buying and if it will, in fact, solve the issue that’s keeping them up at night.
The only way they’re going to know that is through words, and sometimes a lot of them.
Imagine yourself on a sales call. Let’s say it takes you 30 minutes to have a conversation and make a sale. If you were to transcribe that conversation, it would probably be around 10-12 pages or so, depending on how fast you both talked.
So, now let’s imagine yourself on a different sales call. Maybe you cover some of the same things you covered in the first call but you’re also answering different questions. If you create a transcript from the new information, maybe that’s adding another 6 pages. So, now you’re up to 16-18 pages.
Now you’re on a third call and you are answering still other questions.
I think you see where I’m going with this.
A sales letter is actually an effective way to answer all the different questions all your different prospects have about your products and services. It’s actually quite efficient when you consider most sales pages are less than one transcribed sales call.
This is also why the more expensive your product or program is, the longer your sales page typically becomes — because the more expensive something is, the more questions you have.
And, make no mistake, people need to have their questions answered before they’ll make the purchase. A confused mind doesn’t buy, nor does a mind that has a lot of questions.
In addition, the more time your prospects spend reading your content, listening to your podcasts, watching your videos or reviewing your marketing materials, the more likely they’ll end up investing with you. That has to do with the know, like and trust factor — the more they get to know you, the more they’ll start to like and trust you. And people want to do business with people they know like or trust.
If you’re still uncomfortable with the idea of the long copy sales letter, watch below for some tips on flipping your perspective:
(Wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)
If you liked this episode, you may also like my Love-Based Copy books: Love-Based Copywriting Method and Love-Based Copywriting System, both available on Amazon, Barnes and Noble, iTunes and other online retailers.