The More You Tell, The More You Sell
The debate on using long copy versus short copy never seems to end. Usually it is a newcomer to copywriting who seems to think that long copy is boring and, well…long. “I would never read that much copy,” they say.
The fact of the matter is that all things being equal, long copy will outperform short copy every time. And when I say long copy, I don’t mean long and boring, or long and untargeted.
The person who says he would never read all that copy is making a big mistaking in copywriting: he is going with his gut reaction instead of relying on test results. He is thinking that he himself is the prospect. He’s not. We’re never our own prospects.
There have been many studies and split tests conducted on the long copy versus short copy debate. And the clear winner is always long copy. But that’s targeted relevant long copy as opposed to untargeted boring long copy.
Some significant research has found that readership tends to fall off dramatically at around 300 words, but does not drop off again until around 3,000 words.
If I’m selling an expensive set of golf clubs and send my long copy to a person who’s plays golf occasionally, or always wanted to try golf, I am sending my sales pitch to the wrong prospect. It is not targeted effectively. And so if a person who receives my long copy doesn’t read past the 300th word, they weren’t qualified for my offer in the first place.
It wouldn’t have mattered whether they read up to the 100th word or 10,000th word. They still wouldn’t have made a purchase.
However, if I sent my long copy to an avid die-hard golfer, who just recently purchased other expensive golf products through the mail, painting an irresistible offer, telling him how my clubs will knock 10 strokes off his game, he’ll likely read every word. And if I’ve targeted my message correctly, he will buy.
Remember, if your prospect is 3000 miles away, it’s not easy for him to ask you a question. You must anticipate and answer all of his questions and overcome all objections in your copy if you are to be successful.
And make sure you don’t throw everything you can think of under the sun in there. You only need to include as much information as you need to make the sale…and not one word more.
If it takes a 10-page sales letter, so be it. If it takes a 16-page magalog, fine. But if the 10-page sales letter tests better than the 16-page magalog, then by all means go with the winner.
Does that mean every prospect must read every word of your copy before he will order your product? Of course not.
Some will read every word and then go back and reread it again. Some will read the headline and lead, then skim much of the body and land on the close. Some will scan the entire body, then go back and read it. All of those prospects may end up purchasing the offer, but they also all may have different styles of reading and skimming
Popularity: 11% [?]
Really, there is absolutely nothing technical about traffic. On a basic level, it’s just the flow of people to and from your website. Of course, that alone is of completely crucial importance because your traffic, as a marketer, will also be your potential customers.
Needless to say, you want as much traffic as possible for this very reason. Unfortunately, at this juncture many people start to encounter some problems because in order to get traffic, you cannot just sit back once you have a website up.
No, there must be promotion through at least one avenue, although more is always welcome.
On top of that, merely having a constant flow of people visiting your website is not necessarily going to do you a lot of good. For best effect, the traffic that you need to harness must be as targeted as possible.
Summing it up: What you want, and what you need to succeed in any internet marketing venture are sources of targeted traffic.
What is Targeted Traffic?
One of the best ways to explain targeted traffic is through this example:
Assuming you had a website that is centered on the dog grooming niche. It’d undoubtedly be a place where your visitors could check out various techniques of dog grooming, learn about some of the common problems when grooming dogs, and so on.
Now, if you somehow ended up getting a ton of traffic, but it all came from people looking for alien conspiracy theories, well… you’d undoubtedly notice that most of your visitors just leave your website immediately since it is not what they were looking for.
Admittedly, that is a slightly wild example, but it serves to illustrate the point fairly well. Even if your visitors were looking for something more closely related to your niche, such as dog training tips, or dog healthcare tips; the end result would be the same once they discover that you are not offering what they want.
Due to this, you want the traffic that does get to your website to consist of people who actually want to learn about dog grooming and are genuinely interested in it. If you can get a steady stream of such people flowing in, then without a doubt your conversion rate would be higher.
Actually, you could conceivably obtain traffic that is even more targeted.
Assuming you have monetized your blog to sell eBooks about dog grooming, then if the traffic that goes to your website consists of mostly people who already intend to buy resources about dog grooming – well, that would be very ideal.
At the end of the day, the more tightly focused and targeted your traffic is, the greater your results.
How to Start Generating Traffic?
All too often, a website does not get traffic simply because there are no real and reliable efforts carried out to do so. Sometimes, this is because of a lack of knowledge as to how to go about it, but most times, it is more due to the habit of overanalyzing the issue and not taking action.
What is constantly not realized is that even if the action taken is not perfect, some action is far better than no action at all.
Best advice as far as generating traffic is concerned is therefore to pick something, and stick with it. Then, once you’re done, pick something else and stick with that too. This way, at very least you’ll end up with a couple of well developed streams of traffic, which may not be perfect, but will still end up bringing in visitors.
Let’s look at some of the best sources of traffic that you should be tapping into:
Popularity: 9% [?]