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Fat Free Copy

April 12, 2007

Writing copy is, like a lot of things, part science and part art. An artist can create art with an infinite multitude of instruments, tools, and media. A scientist can make better tools, instruments, and media. So one feeds the other and creates a never ending circle. As an Internet business operator, we have various tools that we can use, but even the best tools won't help if your copy sucks. However, if you combine good copy with good tools you can get great results.

I know that I'm not an expert copywriter (like some of the guys in my blogroll). I do know a thing or two though. The subject for this post is something that I consider to be very important: Cut away the fat and say it with as few words as possible.

Some sales pages or sales letters go on and on... however, there have been some conclusive tests that show short, well written sales letters convert better than long sales letters, even if the long sales letters are well written too. People have short attention spans, expecting them to read and read and read is probably expecting too much. I know that when I come across one of those sales letters that go on and on, I scroll down to the bottom to see the price. The more testimonials I see on the page, the more I start to distrust the product. You should split test these things or use a multivariate sales page application, like MuVar to constantly test and adjust your sales pages. MuVar makes it easy to have several versions of your copy, headline, testimonial(s), etc. and the highest converting version of each is automatically shown the most.

Just as in a face to face sales meeting where your prospective customer could ask you questions, your sales page or sales letter should answer any questions a potential customer may have. Don't go on and on with your copy, keep revising and cutting until your text is tightly focused and easy to read. Again, just as in a face to face sales meeting, you have to know when to shut up and close the deal.

I used to work as a technician and technical manager for a systems integrator. We had a really great sales person who regularly sold product over retail, closed deal after deal, and his customers loved him. How did he do it? I don't know all of his secrets, but I do know that he didn't waste time just talking on and on, either on the phone or in person with his customers. I don't mean to say he wasn't friendly and sincere, I just mean he didn't spend 2 hours meeting with a customer when 30 minutes would do. He also knew when to stop selling (and talking) and ask for the deal. As far as selling networking equipment over the suggested retail, he didn't do it all the time, but he had nerve... probably came from the Purple Heart he earned as a helicopter gunner in Vietnam. He also truly cared about his customers as people, considered them friends, and took care of their needs. You can't fake that kind of stuff and it makes all the difference in the world.

Until next time,
Fred

Update 5-6-2007... Here's a great article from Michel Fortin: Copy Is Not About Selling, It's About Serving that reinforces my opinion against long sales letters.

About the Author

Fred Black is an experienced online business operator, programmer, web site developer, father, husband, musician, and songwriter. Visit his Internet Business Blog at: http://www.pqInternet.com.

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