| You've probably heard that just one, short, | | | | paragraph and the third, and the fourth, and all the |
| punchy classified ad in a print publication can bring | | | | way to the end where you make your final "big |
| in a ton of customers. And that's true, | | | | pitch." We have already mentioned "salting" the |
| sometimes. It's amazing what a 20-word ad | | | | sales copy with intriguing information that will |
| strategically placed in the right publication can do | | | | compel the reader to keep reading. |
| for bringing in business. But now a question: Can | | | | Fortunately, there is a very good way to do this. |
| that same classified sell? The answer is almost | | | | In fact, if you employ this one easy sentence |
| certainly no. A short classified is a lead generator | | | | structure, which we will describe to you in just a |
| only. The selling happens after the lead come into | | | | minute, you'll keep your readers hooked on what |
| a store, or when you send the prospect your | | | | you want them to learn about your product. The |
| full-blown sales letter, brochure, video or | | | | best thing about this special writing technique is |
| whatever. A 20-word ad simply doesn't contain | | | | that anyone can learn to use it, and it is almost |
| enough information to give a prospect all the | | | | guaranteed to not only keep your prospects |
| information he or she needs to make an informed | | | | reading. This technique can improve your sales |
| purchasing decision. And this brings up a basic | | | | potential by 300%. But before we tell you what |
| premise of marketing: Long copy almost always | | | | this one simple technique is, we first want to tell |
| outsells short copy. | | | | you this.... Okay, now go back and read that |
| A four page sales letter will almost always outsell | | | | previous paragraph again. That's what we mean |
| a one- or two-page sales letter. A 6-page sales | | | | by "salting" your sales copy with inducements to |
| letter will generally bring in more sales than a | | | | read further. We started hinting at something the |
| 4-page sales letter. An 8-page sales letter will | | | | reader wants very much -- in this case -- a |
| generally outsell a 6-pager. Is there a point of | | | | special secret technique to write great sales copy! |
| diminishing returns? Perhaps. It depends on the | | | | We don't tell what it is right away. Rather, we |
| situation. Marketing is not like math where there is | | | | start building excitement about what we will |
| always a specific answer to every equation. But | | | | reveal. It's "guaranteed" work. It's "easy." It can |
| the general principle is this: The more information | | | | "increase sales by 300%". See what we mean? |
| you give to your client, the more likely they are | | | | The reader will keep reading to find out what this |
| to buy. But wait a minute! What about the | | | | "one simple technique" is. That's salting the copy. |
| notorious "short attention" span of today's | | | | So here are just two examples -- using teasers |
| consumer -- you know the busy shopper who is | | | | or gimmicks to induce the reader further in, and |
| constantly being bombarded with advertising, | | | | salting the copy to keep the reader going -- but |
| marketing and media information from all sides. | | | | there are many, many more ways to keep |
| Do they really have time to pay attention to a | | | | readers going in your sales material. By the way, |
| lengthy sales pitch? The answer is, yes they do, | | | | that's why some of the top copywriters on the |
| once you have gotten their attention. | | | | market command astounding fees for writing |
| The problem of the short attention span is only a | | | | sales letters. Some of the best copy writers |
| factor in the attention grabbing process. But once | | | | routinely get $25,000, $50,000 or more for writing |
| you have a customer front and center, or looking | | | | a single 4-page sales letter! That's because they |
| at your sales materials, they become very | | | | have mastered the art of selling things on paper, |
| discriminating and need a lot of information and | | | | and their copy brings in big bucks. |
| persuasion to become buyers. The more you give | | | | Some of these high-paid copywriters are even |
| them, the more likely they are to buy. And yet, | | | | worth it! But again, the larger point we are trying |
| one must still consider the short attention span | | | | to make here is -- long copy almost always |
| factor. Once the attention of a prospect has been | | | | outsells short copy. When done well, and written |
| captured, it must be kept. People who write | | | | in compelling fashion, a sales vehicle of some |
| novels are good at this. They know that if the | | | | length is an unbeatable sales weapon. Note that |
| first 10 pages of a book is a drag, most people | | | | the length of a sales message hold true across all |
| will drop out and not finish the next 200 pages. So | | | | formats. A 30-minute television infomercial is a |
| they write in a way that is designed to keep | | | | much more powerful seller than a 30-second TV |
| people turning pages. | | | | commercial. A large, say, 8-by-8-inch space ad will |
| For example, every chapter ends in a mini-cliff | | | | always outsell a small classified ad. The whole |
| hanger, goading the reader to start the next | | | | beauty of an Internet Web site is that is allows |
| chapter. The novelist "salts" each page with | | | | you to dump literally unlimited amounts of |
| literary inducements, and little cliff hangers all of | | | | information about your product onto your page. |
| which lead up to the big payoff at the end. It | | | | The Web is perhaps the ultimate long copy sales |
| takes a very special talent and high level of skill to | | | | vehicle. |
| keep people interested for 200 pages, but a lot | | | | The key is to use short copy for what it is |
| of good writers do it all the time. If a 200-page | | | | intended for -- generally to attract attention -- |
| book can keep people reading, you should be able | | | | and then use long copy what it is intended for -- |
| to keep people reading through your 4, 6 or | | | | to make the sale. A classified ad is the short copy |
| 8-page sales letter, or your brochure, or even | | | | you use to get a shopper to call you, write for |
| your larger print ads. But it doesn't just happen. | | | | more information, or come into your store. One |
| Writing sales copy that grabs attention and then | | | | they call, write or come in, you give them your |
| keeps the reader engaged and wanting to learn | | | | fully developed "long" sales pitch. Many marketers |
| more is a high art. There are just a few ways to | | | | like to send out short messages on post-card size |
| do it right, and unfortunately, a lot of ways to do | | | | mailers. Again, this is not to make the sale, but to |
| it wrong. Over the years, many tips, tricks and | | | | induce the recipient to request you 25-page |
| techniques have been developed to keep | | | | special report. The headline of a print as is the |
| prospects interested in what you're telling them. | | | | short copy of the ad. It attracts attention to the |
| For example, many sales letters today -- and you | | | | body copy deeper in the ad -- the long copy. So |
| have certainly seen a lot of them if you read | | | | just keep in mind -- Short copy attracts, long |
| your junk mail at all -- say right up at the top in | | | | copy sells. Summary It's a very difficult prospect |
| the first paragraph something like: "Please keep | | | | indeed to attempt to sell an item of significant |
| reading because further in this letter, we are | | | | value with a short marketing vehicle of any kind, |
| going to reveal to you a way you can get a $25 | | | | be it a classified as or a 30-second radio spot. |
| value item completely free." Gimmicks like these | | | | Rather, these valuable tools should be used what |
| work very well, but they are not enough. Sales | | | | they are intended for -- to get customer |
| copy has to be compelling from the first | | | | attention and bring them in. Once attention is gain, |
| paragraph to the last. When a prospect reads the | | | | it's the long copy, the large sales packages, that |
| first paragraph of a sales letter or print ad, you | | | | does the selling. |
| want to make sure they read the second | | | | |