Excel 2007 Formulas With Examples In Excel Sheet Free Download Do They Read Long Copy?

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Do They Read Long Copy?

One of the most popular questions I get about copy from subscribers is, “Do people read all that copy?” Of course they are talking about long copy sales letters online you have to scroll down to the bottom to find out how much it costs. These letters can be 5-15 pages or more in length and they bug some people out.

The answer to the question is, “No. Yes. And maybe.” It all depends on where your prospect is mentally in the buying process. I’ll get to that in a minute.

First take yourself as an example. Are you currently in the market to buy a car? If you’re not, chances are you’re not paying much attention to the car market right now (unless you’re a car lover). So you don’t care much if a certain car gets better gas mileage than another or comes with an Island Blue paint job. But when it comes time to get serious about buying your car you’ll be paying attention to every little detail. You’ll scour every word you can get your hands on about the specific make and model you want to park in your garage.

So back to them – does your target market really read all that copy?

1) no Some people will never find a copy of you in their universe. Billy Joe in Iowa is more concerned about another day off from the construction site so he can party with his friends. Billy Joe is not your target market and there is no reason to waste time trying to reach him. I only bring up Billie Joe to illustrate that everyone has some natural drop off of potential customers. Not everyone can be your customer.

2) no Some people just don’t want to do business with you for whatever reason. Jane is in the market for a water filter system. You sell them. Unfortunately Jane will only buy from pygmy goat farmers in Norway and you are not eligible. Go to figure. You can’t do anything about it.

3) yes People read your copy when they begin to recognize a need for your product/service. It is called Peripheral interest stage. They may not be focused on buying what you sell today but on some level they are interested in how you can benefit them in the future. Say you sell vitamin supplements for hair growth. Your potential, Archie has noticed has been slimming for a while now but he’s still not too worried about it. If he stumbles upon your sales page he will skim through your copy, looking for nuggets that will help him make a purchase decision later. For now he can just buy the hat and continue to look for alternatives as he comes across them. He is not immediately motivated.

4) yes People read your copy when they’re ready to make a purchase decision. It is called Deep research phase. These are serious contenders. And they will read ‘all the copy’ because they are ready to trade dollars for your product/service. It doesn’t matter if the purchase is for $37 or $397 or $3997. No one likes to make a bad investment. Veronica is looking for a business coach. If you offer that service and she finds you online, remember that you won’t be there in person to answer all of her questions (but she no doubt will). That’s your copy’s job—to represent you perfectly when you’re not there. So you need to make sure that you clear all his objections in writing. He will have an internal dialogue on the head of frequently asked questions. Your copy had good guesses and answers. Trust or distrust is also conveyed through your copy. (You know, no one will do business with someone they don’t trust). He should imagine how his life will be improved by your service.

Your copy can convey that by focusing on the benefits. Do you have a guarantee? Are there sign up bonuses? Who else has helped? When you’re perfect, it doesn’t take long to become a copycat. There is a specific format for keeping your prospect informed while maintaining interest. “The more informative your ad is, the more persuasive it will be,” said David Oglivie, an advertising pioneer.

5) maybe If Betty stumbles upon your site out of the blue with no preconceived idea of ​​buying what you sell. Your copy is informative, interesting and entertaining. Rushing in and taking her credit card out of her wallet to order her product, she finds herself mesmerized. This is a rare, though not unheard of, task. Especially when following the proven formulas of copy masters.

Long sales copy exists because it works. If that doesn’t work it goes the way of the dodo bird. As it is, it shows no signs of losing its effectiveness. In exam after exam the long copy outperforms its short copy brother. The The Wall Street Journal For decades, four-page direct mail sales letters have been sent with great results. So a few years ago they pitted a four-pager against a longer letter to see which drew more subscriptions. Won a long letter. Virtually every industry that has introduced the long copy format has been a resounding success. To quote David Ogilvy again, “If you tell, you will sell.”

Longer copy can also work in your industry. But I have to let you in on a little secret. A long-copy sales letter is the kingpin of your marketing campaign, but it won’t perform on its own. This by itself is not strong enough to get cash flow for your business. There is also support copy that is often overlooked in the copywriting process but is critical to the overall success of the sales letter.

When you’re ready to sharpen your marketing message (even if you’re not a writer), increase your profits, and have fun, you’re ready to join the world-famous. * Red Hot Copywriting Bootcamp Teleseminar series! www.redhotcopy.com/rhcbootcamp.htm

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