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August 2004 In this issue: >> Intro: I
have my views on the subject...
Greetings, In the last issue's survey I asked whether you had any money-making 'gigs on the side'. The response wasn't huge, so my guess is that most of us don't. However, several people did write back to share a few words about their other writing work. You'll find some of their comments in this issue's Readers Write Back section. This issue's article is a long one. And perhaps that's appropriate, as the subject is long sales letters. I have written about this before, but it seems to be an issue that begs more attention. I have my views on the subject and have no doubt this article will generate some feedback, both positive and negative. Finally, if you have a moment, please take part in this week's survey. The results could prove useful for all of us. Until next time. Nick Nick Usborne >> Feedback: mailto:nick@excessvoice.com =============================================== REVIEW: Secrets of Mouthwatering Marketing Copy, by Marcia Yudkin This report by Marcia Yudkin is one of those documents I wish I had found before. And now I have it, I'll use it as a reference for a long time to come. I find the title a little misleading. It's not about 'mouthwatering copy'. Well, that's not my take on it anyway. But it is an amazingly detailed resource for learning how to write and improve your Bullet Points, Offers and Testimonials. And when you get those three areas right, you're on the path to much higher conversion rates, online and offline. For my full review,
click here:
>> Michael Masterson's Accelerated Program for Six-Figure Copywriting The course I recommend for anyone who wants to write copy that drives action. For my full review,
click here: >> Tweaking Your Site's Copy to Get More Search Engine Traffic. A 'How To' kit from Marketing Sherpa - on how to optimize your site pages with the best keywords and phrases. For my full review,
click here:
I have written before about long sales copy on the web. But I have more to say on the subject. First, let me be clear about what I’m saying here. I’m not talking about long content pages within dozens of other pages on a site. I’m talking about stand-alone pages...a long, direct response sales letter online, often with its own domain name. Next, let me say this: long copy works, online and offline. If you can hold someone’s attention with your writing, a long page gives you the space to deliver all the benefits, cover all the features and address a myriad of reader questions and concerns. So long as the letter carries momentum and holds the reader’s attention, people will keep scrolling. And you’ll get a better conversion rate than you would with a shorter page. This is true offline, and on the web also. However, what I have found is two distinct approaches to the long, online sales letter. Both work, but do so in different ways. >> Long copy style #1: Selling with Hype You probably know the kind of page I mean. Here’s an example of the kind of copy you can expect: “Income For Life™ is the same program being praised by the true experts as “...a new breakthrough method that will probably lead more people from broke to millionaire status than ‘Think & Grow Rich,’ ‘Rich Dad, Poor Dad,’ and ‘The Science Of Getting Rich’ Combined!”” The copy style is fast, packed with superlatives, thick with unsupported promises and bulging with testimonials given by people who appear to sprinkle amphetamines on their wheaties. The template for these sales pages is fairly consistent. Lots of highlighted subheads and indents. A breathless pace...and the promise of a better life. Success. Wealth. Happiness. Well, we all want to be happy and most of us could do with some extra wealth. But how is it that this approach works so well? Many of us look at these letters and are incredulous. And many of us would claim never to be persuaded by such an approach. But hundreds of thousands of people are. How come? This copy approach has a hypnotic quality to it. It makes promises with such strength and enthusiasm. And in some way, it tempts us into a state of submission. We submit to the endless waves of promises and testimonials. We succumb to the thought that maybe, just maybe...this might work...and we might find that extra wealth or happiness. And yes, even you will turn off your critical faculties from time to time. If you have ever purchased a lottery ticket you have been in this ‘space’...where your desire for a better future overcomes your more rational thinking process. Hey, someone has to win. Right? The same is true if you have ever felt your brain go soft in the face of an enthusiastic car or electronics salesperson. One half of your brain knows you are being persuaded to buy extra features you don’t need and probably can’t afford. The other part of your brain is whispering in your ear, “Hey man, chill. This feels good. Go with the flow, listen to the man.” This happens to us when we WANT to hear what we are hearing. When we WANT it to be true. When we allow ourselves to dream. This is how hype works. It deepens our state of submission and creates a state of almost dreamlike optimism. And it works. The significant downside to this approach is that most of us wake up from the dream and find that the promises were empty. Or, to put it another way, we bought the ticket, but didn’t win the lottery. So if your aim is to build long-term relationships with your readers, prospects and customers, using hype is not the way to go.
The second style of long copy approach is quite different. Again, these are often stand-alone pages, many screens long. Again, you’ll find the headings, the subheads, indents and testimonials. But you’ll find a very different approach in the writing style. If you have ever read a sales letter from Bill Bonner, Ken Evoy or Allan Gardyne... this is the kind of writing I’m talking about. These are still long, enthusiastic letters...and the pace still draws you down, line after line. But here are some differences, and they are very significant. - Within the text you will hear the genuine voice of the writer. You’re not being sold with copy written by the ‘Dream-O-Matic 2000’ – you’re being sold by a recognizable human voice, the voice of Bill, Ken or Allan. - You are not succumbing to that state of dreamlike submission and suspending your critical faculties. You remain quite rational and quite clear in your thinking. - You are hearing a voice that sounds and feels infinitely more trustworthy. - You don’t have to suspend your disbelief. Instead, you feel comfortable and believe what you are reading. At the end of a letter like this, you make a choice...buy or not to buy. And it’s a choice you are much less likely to regret. Online sales letters like these are the children of traditional direct response letter writing. Good direct mail letters are written in this second way – by making a genuine connection with the reader and earning his or her trust. There is a big upside to this second approach. It builds trust and loyalty. If your strategy is to build a list of happy prospects and customers who will come back again and again, this is the style you will want to adopt. >> Conclusions Long copy works, and it works in more than one way. If you can reach a big enough readership (no small feat) and want to make big money, right now, hype might work for you. But if you want to build a long-term list of repeat customers... be yourself and write to your audience with an enthusiasm that is built on a foundation of honesty and respect for your readers. --- Note: If you would
like to learn how to write like a traditional direct marketer, read my
review of Michael Masterson’s Accelerated Program for Six-Figure
Copywriting.
** The archives of
all previous ExcessVoice articles can be found here: >> Feedback: mailto:nick@excessvoice.com =============================================== READERS WRITE BACK: Other Writing Gigs "Four blogs on productivity software and processes, Tablet PCs and information security. I'm developing two books, one on stress-free productivity for school-age students and the other on PC security for non-technical PC owners. It's still early in the blogging game but there are already some opportunities to develop sustainable revenue streams if you are ambitious and willing to invest the time." Marc Orchant -- "I do write on
the side over and above my website content writing business, but it isn't
to make extra cash. I'm a volunteer at my local Humane Society and when
I'm not walking dogs and slopping out kennels, I write their press releases.
Heather Reimer -- "Am tempted to say SFX scripts for porn movies but I'm too polite! Actually I write humorous social speeches (after-dinner, weddings, barmitzvahs, batmitzvahs, etc) and also do gags for a few British celebs including Nicholas Parsons, of whom you (Nick) may know from your days in the UK. Yes, he's still alive. Joke compilation and writing started off as a hobby but I've now added "Humorist" to my other titles of Business Writer and Author, because the humor element is becoming quite a significant revenue stream for me. There are other projects emerging too, e.g. a workshop on the use of humor in business on both external and internal bases. That's in cahoots with a Master NLP practitioner and a UK radio personality - experimental stuff at this stage but gathering quite a lot of interest. Ha-ha all the way to the bank, we hope." Suzan St Maur -- "Short articles for a local magazine, mainly on event, places, sports or hobbies. It doesn't pay much, but has helped me to hone a skill on something I used to avoid - writing! These writing gigs serve as a creative outlet for me; they SHOULD help me drive towards writing fictional short stories, a goal of mine. I like to "share," and the stories help me to share experiences...one day I plan to share life lessons as well, through fiction. The old & proven parable thing!" Cindi Branham Any thoughts or comments to share? Send them in now... >> Feedback: mailto:nick@excessvoice.com =============================================== SURVEY: Do You Find Work through Outsourcing Sites? [ ] Yes If so, which sites have you found work through? [ ] Elanceonline.com Other (please list)........................... ====================================================== Don't miss out on future issues of the Excess Voice newsletter for copywriters. Sign up now: (Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.) |
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