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Article Title: The Problem With Those Long Web Site Letters
Author: Kevin Nunley
Word Count: 627
Article URL: http://www.isnare.
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Author's Email Address: kevin[at]drnunley.
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I'm seeing a big return to L-O-N-G web site sales letters. Many
are 3,000 to 6,000 words long (that's 10 to 20 pages on a word
processor).
Site after site are featuring these long sales letters on their
home pages. Most follow the same formula and some appear to be
turned out by a fill-in-the-
Of course the big question is, do they work? In the days before
the Internet, regular direct mail sales letters were often six
pages or more. These longer letters tended to produce better
results.
You have to figure that anyone who reads that much copy must be
truly interested. And giving a truly interested prospect ALL the
info they desire can't be a bad thing.
But do these long sales letters work on the Net? For most
people, reading on a computer screen isn't as comfortable as
reading a printed page. For those of us who learned to read
before the Internet, reading a long newspaper article or a book
is OK, but long letters on a computer screen leave us a little
cold.
Most of us are in a big hurry and want to get through the
information as quickly as possible.
I've tried different lengths of copy and the results are
interesting. The longer the copy gets, the easier it is to sell
many products and services. The increase in results rises until
900 to 1,000 words, then response starts to drop back.
Your results may vary depending on what you're selling and who
you're selling it to. One site sells accessories for sports
cars and trucks. Their customers like to see lots of photos of
the products, but don't want to read more than a few lines of
description.
The same goes for very inexpensive products or services that
can be an impulse buy. Shorter copy can work far better than
longer copy.
On the other hand, a $200 course or a $1,000 service may
require a much longer web site sales letter. The longer you can
get prospects to stay on your site and read the copy, the more
committed they will become toward making a purchase.
The trend toward longer web sites sales letters started in the
late 90s when several savvy Internet entrepreneurs noticed that
12 page sales letters work well for regular mail advertising, so
why no put a long letter on their web site?
That worked great for some, but it is working less and less for
others. Just about every day I hear from someone with a long web
site letter that isn't selling anything for them.
The average web site visitor checks your headline to get a
basic understanding of what the page has to offer. Then they
read the first few paragraphs. If that bit of copy doesn't make
it clear that you've got what they need, the customer will click
away.
If the customer IS interested, they'll skim down through your
copy to catch your major points. If that tells him or her that
this really IS something to consider, they'll go back to the
top and read the whole page carefully.
We've found that most people read the headline, the first few
paragraphs, then skip down to the next several paragraphs that
include a bold font. Highlight your key benefits and features
for quick reading.
Most of your sales will come from the 17% or so who decide
right away that they want to buy the product and don't
particularly care about all the details. You might want to put
order links at the top, middle, and end of the page, to cater
to those customers.
About The Author: Kevin Nunley is the Net's number one business
writer. He'll write YOUR one page article on a topic that
promotes your business, put your name and ad on it, then
distribute to 20,000 ezines and sites. Your business gets in
front of hundreds of thousands of eager new customers. See this
affordable, effective marketing deal at http://DrNunley.
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