Long Copy Sucks And Other Heresies
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Long Copy Sucks And Other Heresies
Shorter advertising copy was more successful typically than long copy.
Obviously that is heresy. Many, many famous copywriters declare by long content. However the study was appropriate and it is an undeniable fact known profitable sites had shorter content than known less profitable sites...
I recently finished a huge study of profitable and unprofitable sites. The average period of the successful site's income letter was 1.8 pages. The average amount of the unprofitable site's income letter was 2 pages <a href="http://www.blogcuration.com/">guide to harlan kilstein</a> .
Shorter advertising copy was more profitable normally than long copy.
Of course that is heresy. Many, many famous copywriters maintain by long content. However the research was appropriate and it is a fact known profitable sites had faster copy than known less profitable sites an average of.
I then remembered that I had done a similar study in the past in June 2002. That study wasnt predicated on profitability, nonetheless it was comparing length of content to a motion in that case, a click. The faster the text (the clickable text), the bigger the click-thru rate... An average of open in a new browser .
However, I'd a determination to create. Would I follow my own personal advice? I seriously considered the hours that I'd used picking out 10-13 pages of sales letter for the three items I recently released. I seriously considered the hours I spent in Glyphius improving each of the lots of paragraphs. Could those sales letters be really just hacked up by me based on both of these studies?
I understood that I wasnt a serious believer yet. I needed some backup data before I was prepared to crack up my very own sales letters. Since the results were so heretical, I assumed that most of you'd also require some reeassurance that the analysis was, in reality, legitimate that I hadnt see the figures backwards or something.
Then it found me. Without spending the hours I frequently do for starters of these studies, I thought of a way to examine it with a different dataset <a href="http://www.harlankilstein.com/inner-game-copywriting/">relevant webpage</a> .
Clickbank has just this kind of dataset! They know the profitability of the sites in their community and they suggest to them (freely and not fully recorded) in that order in the market.
I immediately went along to check it out. I used the Employment & Money category first as it can also be probably the most profitable category in the Clickbank market. I went to all the first 10 internet sites and did a Print Preview and pushed the page count right into a spreadsheet. At the conclusion, I graphed these 10 data points and then superimposed a line on the chart.
The first study data was established. We also increased in number of pages of sales copy on average, as we transpired the list in order of receding productivity.
Then I quickly visited the Marketing & Adverts category. This is actually the category that many of us who often offer to each other (the incestuous industry) use. The study was repeated by me once again. The same linear slope was shown by the graph.
OK; I was certain. I went around and hacked away at my Glyphius.com sales letter. It was got by me down to somewhat less than 3 pages from its old 13 pages. It is read by me. I was pleased about the result. It tells what is being provided and lets them order it. It isnt unnecessary. It doesnt cover the purchase price until later in the sales letter. Its the kind of page I like to order from myself.
How did we enter this mess of assuming the copywriting gurus about long content? Its a really unusual thing to be teaching given that I look at it in retrospect.
My most successful ad backup happens to be short no exceptions. When 911 hit, I put up a page for Gas Masks cruddy thing is known pretty by me to do I feel bad today). I sold 340 gas masks in a 24 hour time frame. Did I write an extended sales letter? No; I set up a photo, explained Gas Mask: $235a and had an order link.
When I sold my Jaguar a year ago, did a 15 page sales letter written by me? No; I put an ad in the paper that said 2005 Jaguar, 10,000 miles, premo issue, $53,000 and included a phone number (not the real details).
When I bought a residence this past year the entire ad copy was much less than a page.
The advertising copy was only a slightly large post card, when I sold seats to a $10,000/seat two day seminar.
Why do we think we must be writing a book to market a $20 guide? Who started that rumor? Has he been sufficiently flogged however? What a waste of time. I wonder exactly how many ebooks have sales letters which can be longer compared to the e-book it self.
From today on... I am not concerned about the length of the sales letter. I'll provide the assurance, just tell in regards to the solution, show an individual review and let them get it. If the common successful sales letter is only 1.8 pages long... and the average profitable sales letter is shorter compared to the average unprofitable sales letter... that's sufficient for me.
