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Does Long Copy Really Sell? ANSWER: YOU BET IT DOES!
I love how long copy provides an opportunity to really SELL. (Isn’t that what it’s all about?).
During my 25-year career as an alternative health and nutritional supplement copywriter, I’ve worked hard to provide top results for my clients.
They often look to me for honest advice on determining the best strategy for marketing their product. To that end, my job sometimes involves busting some direct response myths (and boy there are a lot!).
Lately, I’ve been getting many requests from my digital marketing clients to write only short emails.
“People have short attention spans,” they tell me, “and they aren’t going to read long stuff.” They ask me “does long copy really sell?” And I tell them YOU BET IT DOES!
Of course, there are occasions where short copy works beautifully. Such as a holiday “sale” email, or for a wildly popular product. Basically, if it’s an offer-oriented email you want short copy, and bright, engaging graphics.
But don’t sell long copy short!
Master copywriter Robert Bly, who literally “wrote the book” on winning copywriting, explains it this way…
“Sellers find that prospects who DO read the copy are often better qualified, easier to sell, and more likely to be satisfied with what they buy,” he writes.
“The reason is if they read and agree with your methodology,” he adds, “they are a better fit for you, and so are easier to satisfy and keep happy.”
Sounds like a win-win to me!
Whether it’s long or short, successful sales copy gets attention, communicates and persuades the reader.
As a nutritional supplement copywriter, I love how long copy provides an opportunity to really SELL. (Isn’t that what it’s all about?).
And to nail the sale, you need the space to hit on emotions, tell a story, offer proof and get people to buy.
3 instances when LONG rules!
01.Gen X and Baby Boomers:
What do nutritional supplements and financial newsletters have in common? They both target folks over the age of 50. And this audience responds well to LONG copy.
Think about it: if you’re explaining why your reader should take a particular nutritional supplement, or how you can help them achieve financial freedom, you need persuade them that your product can transform their life. You need to ensure them that your product has credibility and can be trusted. And finally, you have to counter all of their possible objections. This is something that can’t be done in short copy.
Where there’s stiff competition:
If you’re in a competitive market (and really what isn’t?) long form copy is especially important. Why? Well, long copy can give you a strong nudge on the competition. Readers will believe you cared enough to provide them with valuable info that your competitors lacked. Plus, long copy gives you an opportunity to deliver plenty of proof backing up the benefits of your products.
To gain the SEO advantage:
That’s right! Search engines absolutely feast on content. And the more well-written, optimized content you have the higher your ranking on the Internet will be.
While I often suggest long copy to my digital clients, I always offer this caveat: it’s got to be carefully organized with strong easy to read (and understand) selling points.
Be sure your long-form copy contains engaging, conversational language, short paragraphs that are easy on the eye, and plenty of attention-getting sub heads.
Enticing benefit bullets are great for this type of reader as well.
This will capture the skimmers who are still interested in your product, but don’t have the time or inclination to read the entire thing.
But don’t neglect your messaging design
Opt for clear, readable fonts with plenty of white space. Select your imagery carefully and include compelling captions. And although it may seem obvious … make sure you include crystal clear call to action buttons throughout your landing page and website.
With over 25 years’ experience as a nutritional supplement copywriter, I know the devil is in the details. When you hire Doyle Direct, you’re getting a team of expert alternative health copywriters, graphic designers, and marketers who can deliver a direct mail campaign that sells. Interested? Drop me a line at Donna@CopyByDoyle.com, and I’ll explain how we can help.