It’s April Fool’s Day but I’m not going to try and trick you. (I confess one of my favorite jokes was when I was about 12 years old. I frosted a small square box like a cake and served it to my family. I almost peed my pants I was laughing so hard as they tried to cut it.)
Anyway I’ve been having the time of my life visiting with my younger sister, Elizabeth. She flew to Los Angeles over the weekend. She was only here a few days but we packed it full of fun. We did a lot of shopping and eating and spa-ing. Luckily the weather was beautiful – mid 80s with a light breeze. Heaven!
Today’s article addresses a classic copy debate – do people really read long copy? You’ll have to read it to find out my take.
By the way, if you’re around tomorrow, Thursday April 2 you should set aside an hour to listen to my good friend Christina Hills’ webinar about “The Simple Truth About Succeeding Online (And How to Set Yourself Up For Massive Success)”.
It’s totally free and Christina has a gift for breaking down complicated topics into bite-sized pieces any one can understand.
Enjoy your week!
If you want to get some practice in storytelling, you can join my free Facebook group “30 Day Storytelling Challenge” right here. https://www.facebook.com/groups/30DayStorytellingChallenge/ We started on Monday, March 2nd, but you can jump in any time. Here are the guidelines:
Each day for 30 days, I’ll post a random photo prompt for you to use as the topic of your story. (There might be some days when one of my team posts if I can’t get to it early enough but usually it’s me personally.)
The daily photo will be pinned to the top and marked with the date so you know which one is up for that day.
Here’s where you come in…
- You’ll set a timer for 15 minutes and write a short (100-200 word) story about that photo.
- Post your story UNDERNEATH the photo prompt. (Please don’t start a new thread for your story. Chaos and confuse ensues when that happens.)
You don’t have to use a timer but I suggest it to make your life easier. Pretty soon you’ll train your brain to fire up its creativity very quickly.
Try not to read anyone else’s stories until you’ve posted yours.
Then at the end of the challenge, you’ll have 30 mini-stories…and you’ll find writing them becomes a breeze!
(Please, no self-promotion besides a website link back to you at the end of your story if you like. Blatant advertising will result in being banned.)
Do they really read long copy?
By Lorrie Morgan-Ferrero
One of the more popular questions I get about copy from subscribers is, “Do people really read all that copy?” Of course they are talking about the online long copy sales letters you have to scroll all the way down to the bottom to find out how much it costs. These letters can be from 5-15 pages or more in length and they flat out bug some people.
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 let’s take yourself as an example. Are you currently in the market to buy a car? If you’re not chances are you don’t pay a lot of attention to the car marketplace right now (unless of course you are a car aficionado). So it wouldn’t matter much to you if a certain car got better gas mileage over another or came with an Island Blue paint job. But when the time comes to get serious about buying YOUR car you will focus intently on every little detail. You will scour every word you can get your hands on about the specific make and model you want parked in your garage.
So back to them – will your target market really read all that copy?
- Some people will not ever even find your copy in their universe. Billy Joe in Iowa is more concerned about his next 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 Billy Joe to illustrate everyone has some natural drop off of potential customers. Everyone can NOT be your customer.
- Some people will simply not be interested in doing business with you for whatever reason. Jane is in the market for a water filtration system. You sell them. Unfortunately Jane will only purchase from Pygmy goat farmers in Norway and you don’t qualify. Go figure. You can’t do anything about it.
- People read your copy when they begin to recognize a need for your product/service. This is called the 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 a vitamin supplement for hair growth. Your prospect, Archie, has noticed some premature thinning but he’s not overly concerned about it yet. If he stumbles onto your sales page he will skim through your copy, looking for nuggets that will help him make a buying decision later. For now he may just buy a hat and continue to check out options as he comes across them. He’s just not urgently motivated right now.
- People read your copy when they are ready to make a buying decision. This is called the deep investigative stage. These are the serious contenders. And they will read ‘all that copy’ because they are ready to trade dollars for your product/service. It doesn’t matter whether the purchase is for $37 or $397 or $3997. No one likes to make a bad investment. Veronica has been looking for a business coach. If you provide that service and she finds you online, remember you are not there personally to answer all her questions (but she will no doubt have them). That’s the job of your copy – to fully represent you when you’re not there. So you need to make sure you overcome all of her objections IN WRITING. She will have an internal dialogue in her head of frequently asked questions. Your copy had better anticipate and answer every one. Trust or mistrust is conveyed through your copy too. (As you know, no one will do business with someone they do not trust). She must visualize how her life will improve with your service. Your copy can convey that by focusing on the benefits. Do you have a guarantee? Are there sign up bonuses? Who else have you helped? When you are thorough it doesn’t take long for the copy to get lengthy. There is a distinctive pattern to keeping your prospect informed while maintaining interest. As advertising front man David Oglivy said, “The more informative your advertising, the more persuasive it will be.”
- If Betty stumbles onto your site out of the blue without a predisposed idea to buy what you sell. Your copy is informative, interesting, and entertaining. She finds herself mesmerized, pulling her credit card out of her wallet to rush and order your product. This is a rather rare, though not unheard of, action. Especially when the copy follows the proven formulas of the masters.
Long sales copy exists because it works. If it didn’t work it would go the way of the dodo bird. As it is, it shows no signs of losing its effectiveness. In test after test long copy outperforms its short copy brother. The Wall Street Journal has been sending out a four-page direct mail sales letter with great results for decades. Then just a few years ago they pit the four-pager against a longer letter to see which one pulled in more subscriptions. The longer letter won. In fact in every industry the long copy format has been introduced it has been a rousing success. Again to quote David Ogilvy, “If you tell, you will sell.”
Long copy can work in your industry too. 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 does not perform on its own. By itself it is not strong enough to get the cash flowing for your business. There is also support copy that is often ignored in the copywriting process yet it is just as critical to the overall success of the sales letter.
Lorrie Morgan-Ferrero of Red Hot Copy is a pioneer in the world of copywriting when it comes to selling to women and conscious entrepreneurs. Her background as a journalist and an actress prepared her for the level of wordsmithing and psychology necessary to build her decade-plus long career. Her list of clients reads like a Hall of Fame list of marketers and corporations such as Office Depot, NAWBO, Ladies Who Launch, Ali Brown International, Braveheart Women, Glazer Kennedy, and more. Author, speaker, and creator of “The She Factor Copywriting Bootcamp,” “The Conscious Copywriting Formula,” and “30 Day Storytelling Challenge” (free on Facebook), Lorrie knows what it takes to build rapport for long-lasting relationships. And more importantly, she knows how to SELL with copy!