Long Copy Sales Letters - Do They Really Work?

By Ray Edwards in Copywriting on May 6th, 2008

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by Ray Edwards

A lot of people think that long copy is dead, that it doesn’t work anymore, that it’s old-school, that nobody reads it, that you don’t need to use it, that it’s not even effective anymore. Long copy sales letters are, in fact.not dead. Their death has been greatly exaggerated.

There are some very good reasons for creating long sales letters. In my online course, I discuss the differences between long and short copy, and explain how and why long copy really works. Check out my online course at WebCopyWritingExplained.com for more information.

Here are three reasons long copy works:

People read about their passions. When you are interested in a certain product or service, you want more information - from websites, books, magazines, and more. My favorite bookstore is Auntie’s Bookstore in Spokane. When I go there to read up on a topic, I can’t just buy one book. I buy every book on the subject that I can find. My office shelves are bulging with books that reflect my passions - on marketing, web conversion, copywriting, and more. Everyone loves to read about their passions, and long copy sales letters are no exception.

Online is not like selling face-to-face. When you sell face-to-face, you can hear people’s questions, you can read their body language to get an idea of what they’re really thinking. Online, you have to try to figure out what questions (or “objections”) they’re likely to have. It’s your job to figure out and answer all possible objections in advance. This will require a lot of words. What you end up with is long copy!

Long copy helps you tell a story. In Seth Godin’s book, All Marketers Are Liars, the author discusses the power of stories to sell a product. Learn how stories sell, and how that can help your business.

Here’s a formula for writing a four-part long copy sales letter that works almost every time, if it’s executed properly. I credit this formula to John Carlton (and, by the way, I highly recommend all his material to you):

Here’s what I have to offer. This clearly explains what you are offering to your readers.

Here’s why it’s right for you. Explain your solution to your reader’s problems.

Here are some questions you may have. This could be your FAQ. Again, answering any objections they may have, in advance.

Here’s what to do now. Tell them what to do next. Buy! Call now! Add a sense of urgency, and tell them to call you Right Now!

Interestingly, you could even use these headlines word for word to start each of the sections in your copy, and it would work great!

About the Author:

For an inside look at the techniques of a sought-after web copywriter, check out the membership site of Copywriter Ray Edwards. Claim your podcasts, marketing tips, videos and copywriting advice.