When I got started in copywriting, I always got a common complaint from customers:
“The copy is nice but it seems a bit long.”
I shortened it. They still complained. And it drove me nuts.
Then, I read books like How to Write a Good Advertisement, and discovered this: people who complain about long copy, aren’t your ideal prospects.
On the other hand, people interested in what you sell will devour every line of copy. Why? Because you’re selling something that interests them.
Here’s a real-life example: Yesterday, I read Terry Dean Internet Lifestyle System sales letter. It was long. Yet I read it all. Twice.
How come? It was like Terry talked to me. He went through all the choices available for making money online and, with pinpoint accuracy, tackled the problems of each one. I was nodding every step of the way, since I’ve faced the exact same problem in the past.
Would Terry’s sales letter have the same effect on me if he listened to generic comments like “it’s too long” from people who aren’t his ideal customers?
So, next time you write copy, ask yourself “Are my hot buyers interested in what I say here?” If the answer is yes, then the length is fine.
Till next time,
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